Captain Morgan Launches New RTD Cocktail Range

Captain Morgan rum is targeting the rising RTD cocktail category with a new line of Captain’s Cocktails. Launching with three flavors, Captain’s Cocktails come in Tropical Punch, Mai Tai (both 13% abv), and Long Island Iced Tea (17% abv). Unlike many RTD lines, Captain Morgan will eschew individual 12-ounce cans for Captain’s Cocktails, opting instead to market 1.75-liter bottles (all $20 a bottle) that consumers pour over ice.

Captain’s Cocktails debut tomorrow at Los Angeles outdoor film series Cinespia and will be distributed nationally. Captain Morgan was up 1.5% to 5.6 million cases in the U.S. last year, according to Impact Databank. In Diageo’s fiscal year through June, the brand’s sales increased 7%, propelled by growth in its core spiced rum and the launch of flavored expression Captain Morgan Sliced Apple.—Danny Sullivan

Tagged : Captain Morgan, Diageo

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