The world’s number 2 rum brand, Captain Morgan, is introducing brand-new flavoured spirit, Captain Morgan Sliced Apple (25% ABV) this autumn. The latest innovation will be available in 70cl bottle format and in Asda from early November, as well as selected convenience stores, with a wider roll out across the trade to follow in spring 2022. The launch will also be supported with over £1m of marketing investment in its first year to make a distinctive entrance to the category.
The introduction of Captain Morgan Sliced Apple Spirit Drink follows the successful launch of Captain Morgan Tiki in March 2020. With 87% of spirits volume growth over the last 10 years coming from flavours, as well as Captain Morgan being the number one driver of growth in rum-based flavour innovations, Captain Morgan Sliced Apple Spirit Drink is well positioned for success.
Featuring a stand-out contemporary bottle design, the new innovation offers a versatile liquid with bold notes of apple. Providing people with the opportunity to create new and exciting serve experiences, Captain Morgan Sliced Apple can be enjoyed with lemonade, simply neat over ice or as a hot toddy serve for those colder days. Developed to tap into the early evening occasion and recruit more drinkers to flavoured spirits, the latest launch positions Captain Morgan as an all-year-round liquid.
Samantha Newby, Category Director, Captain Morgan GB comments: “We know that consumers are still keen to explore new flavours within spirits. The launch of Captain Morgan Sliced Apple provides an opportunity to truly disrupt the category with great tasting spirit option whilst widening the reach of Captain Morgan to a broader group of people, moments and occasions.”
Captain Morgan Sliced Apple joins the Captain Morgan crew which includes Captain Morgan Original Spiced Gold, Captain Morgan Tiki, Captain Morgan White Rum and Captain Morgan Dark Rum. Ready-to-Drink Captain Morgan Original Spiced Gold & Cola SKU is also available.
 By Value Euro/$, IWSR, 2020
 IWSR, 2009-2019
 Total trade CGA/Nielsen July 2021