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Captain Morgan enters white rum category

Diageo has added a five times distilled Caribbean white rum to its Captain Morgan brand portfolio.

“Tom Herbst, VP rum marketing for Diageo North America says: “Captain Morgan White Rum is the first white rum from this brand that people know and love. It’s a superior quality liquid that possesses a much smoother taste, and we aim to stake our claim in this category in an explosive way.”

The launch will be supported through a robust marketing mix, including television, print and online advertising as well as public relations, strong digital extensions and point of sale materials. 

Set to renowned recording artist and songwriter M.I.A.’s Double Bubble Trouble, the brand’s television creative features typical rum cocktails “exploding” as Captain Morgan White Rum takes over. In addition, the first supporting ad, which features American model Chrissy Teigen, will appear in Sports Illustrated’s 50th Anniversary Swimsuit Edition slated to hit US shelves in February.

Captain Morgan White Rum also brought a splash of the Caribbean to the Big Apple as football fans, notable celebrities and athletes were among the first to enjoy signature cocktails with the new rum during celebrations leading up to Sunday’s big game.

At 80 proof (40%abv), Captain Morgan White Rum will be available nationally in the US from this month at a suggested retail price of US$15.99 for a 75cl bottle. The new offering is said to best enjoyed on the rocks, paired with cola or lemon-lime soda, or as the key ingredient in a number of Caribbean-inspired cocktail recipes.

10 February 2014 - Felicity Murray The Drinks Report, editor