captain

Drinks giant Diageo is giving a new look to its Captain Morgan Original Spiced Gold rum in the UK, which will bring it in line with Captain Morgan’s international look.

The enhanced packaging includes a new design for both bottles and pre-mixed cans.

Bottled at 35-37.5% ABV, the smooth and medium bodied Captain Morgan Original Spiced Gold rum is a blend of Caribbean rums, mellow spice and other natural flavours.

The expression receives amber colour from aging the rum in charred white oak barrels.

The rum can be mixed with Cola to form cocktail.

The new designs are focused on the brand’s personality, Sir Henry Morgan, which will be supported with a £9m marketing campaign including TV advertising.

Diageo marketing manager Sam Newby said it is an exciting time for Captain Morgan Original Spiced Gold as they begin to tell their epic tale and bring the legend to life with an impactful new livery and creative ad campaign.

"The distinctive bottle will still contain the same legendary liquid ‘spiced gold’ but reinforce brand identity with a fresh new look designed to capture the imagination of consumers," Newby added.

The new campaign, which will run for a year in social media and point-of-sale (POS) activity and TV ads, shows Morgan’s journeys and adventures, and has a strapline ‘live like the Captain.’

Image: Captain Morgan Original Spiced Gold rum is bottled at 35-37.5% ABV. Photo courtesy of Captain Morgan Rum Company.