Captain Morgan, the No.1 rum brand in GB[1], is expanding its portfolio with the launch of Captain Morgan Black Spiced rum based spirit (40% ABV). The 70cl bottle with notes of vanilla, black cherry, and caramel will be available exclusively on Amazon and TheBar.com from 29th June, before rolling out into the wider convenience, wholesale, grocery and on-trade channels from September 2023.
Rum is one of the leading categories growing share in spirits, and Spiced variants is the biggest contributor[2]. Premium Rum is projected to grow +3.54% ahead of Standard Rum by 2026[3]. Captain Morgan Black Spiced rum based spirit drink aims to help retailers and operators tap into this trend and cater for premium consumer occasions.
The latest innovation is an exceptionally smooth, premium spiced spirit drink, boasting a full-bodied flavour with notes of vanilla, black cherry, and caramel. Captain Morgan Black Spiced can be enjoyed neat over ice, mixed with Ginger Beer or Cola, or as a Black Spiced Old Fashioned. Its dark liquid and striking bottle design make the product stand out on shelf and on the back bar.
Captain Morgan Black Spiced joins the brand’s popular range of rum-based spirits which provide consumers with exciting, high-quality options to tap into trending flavour profiles, including Captain Morgan Sliced Apple (25% ABV) and Captain Morgan Tiki (25% ABV), the no.1 flavoured, rum based spirit in GB[4].
Eleanor Morgan, Captain Morgan Marketing Manager at Diageo GB, said: “We are proud that Captain Morgan has been able to maintain incredible popularity with consumers thanks to the brand’s ability to innovate and be at the forefront of market trends. We know that rum presents a huge opportunity for retailers and operators, and this latest innovation is set to help tap into new occasions when it launches on Amazon and TheBar.com later this month and to the trade from September 2023.”
The launch of Captain Morgan Black Spiced follows the launch of a new bold pack design across the brand’s entire portfolio. The new, premium look and feel puts the flavour and spice of the liquid at the forefront of the design – featuring a bold colour palette and the addition of a dynamic and expressive gold brush stroke that highlights the quality of the liquids – and builds on the brand’s ‘Spice On’ campaign launched last year.
Captain Morgan Black Spiced (40% ABV) is available exclusively on Amazon and TheBar.com from June in 70cl bottles before rolling out into the off-trade and on-trade channels from September 2023.
[1] Total Trade CGA/Nielsen 25/05/2023
[2] Headline Summary Report, Total Off Trade 25.05.23; 2. IWSR Volume and Value Actuals to 2021 and forecast to 2026.
[3] Headline Summary Report, Total Off Trade 25.05.23; 2. IWSR Volume and Value Actuals to 2021 and forecast to 2026 (CAGR)
[4] CGA and Nielsen 25.03
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