Captain Morgan rolls out the barrel

Diageo has announced that its Captain Morgan rum brand will be rolling out new packaging at the end of this month.

The new pack design will emphasise the product’s history and update the image of Captain Morgan himself as Diageo seeks to cement its position as the world’s number one rum brand.

Russell Jones, global brand director, said: “Captain Morgan has demonstrated impressive recent growth, far exceeding category performance with value sales growth of +20% versus last year in the UK.

"To help us achieve the next phase of global development, we have taken our packaging and visual assets to a whole new level."

The new captain looks “more rugged and authentic,” according to Jones. The lone figure is now surrounded by crossed swords, a pirate galleon and Henry Morgan’s signature.

“Before implementing any changes, we talked with our consumers around the world. They told us consistently how much they appreciated the quality and authenticity communicated by the new pack,” he continued.

The new design will also incorporate information such as the number of servings per bottle and a recipe for what is judged to be the brand’s most popular cocktail, Captain Morgan and Coca Cola.

Within 18 months all 50 countries that stock Captain Morgan rum will have received the new packaging.

Diageo also announced addition of blueberry to its ever-burgeoning Smirnoff range.

The blueberry flavoured vodka was trialled in Bristol earlier this year, the same city where Diageo tested reactions to the lime and green apple vodkas.

Diageo claimed that sales of the range grew by 52% overall during the test phase and the new blueberry flavour had accounted for 28% sales wherever it was stocked.

The launch is due for October and will be backed up by a £6 million advertising campaign including sampling events that will launch in 11 cities later this month.

Rupert Millar, 21.07.2010