The rebranded rum will be circulated across the UK from June this year featuring a new label, upon which Captain Morgan himself appears, although both the bottle shape and drink will remain the same.
Ali Wilkes, marketing manager for Morgan’s Spiced at Diageo GB, said: “Consumers may already be aware of the Captain Morgan brand from the dark rum currently available in the GB market. The addition of the Captain figurehead to the title and the label of Morgan’s Spiced will create synergy across the two brands and also give Morgan’s Spiced an identifiable personality. We’re also keen to reassure consumers that although the presentation of the brand is slightly different, it’s still the same great tasting liquid that they know and love inside the bottle.”
Diageo will support the role out of Captain Morgan’s Spiced with a busy on-trade campaign, featuring 3,000 Captain’s party nights, POS promoting the drink’s signature serve of “Captain and cola” and a national advertising campaign.