Captain aims to capture success


AN international brand will arrive in the UK next month when Morgan’s Spiced morphs into Captain Morgan’s Spiced

And Violeta Andreeva, senior brand manager for rums at Diageo, said she hopes the name change will help capture a slice of the success the brand enjoys in other countries.
“Captain Morgan’s is huge globally,” Andreeva told SLTN last month. “It’s the third-biggest spirit in the US. It’s the fastest-growing spirit brand within the top 20 globally, and it’s the sixth-biggest premium spirit brand.
“And we believe that the success is basically because you’re got a great liquid but at the same time you’ve got the real excitement and personality of the captain himself.”
Andreeva claimed the brand, which is targeted primarily at men between the ages of 18 and 39, is currently worth £33.3 million in Scottish bars, and £56m across the British on-trade as a whole. The relaunch, which takes place at the start of June, will see campaign activity take place in 250 bars across Scotland.
The spiced rum has been called Captain Morgan’s Original Spiced globally since its launch in the 1980s, but has always been Morgan’s Spiced in the UK. Captain Morgan’s takes its name from Captain Henry Morgan, a 17th century buccaneer who was at one time the governor of Jamaica.

(Image right: Captain Morgan will take centre stage, supported by a major campaign, in June.)