Diageo has announced that its Captain Morgan White Rum will be the ‘official white rum’ in all Deltic Group nightclubs across the UK.
As well as being listed in all of the company’s clubs, the partnership will see Captain Morgan White Rum featuring in Deltic’s ‘Epik Presents’ student nights, which are held at the company’s venues across the UK.
Diageo said the activity aims to “drive mass awareness” of the Captain Morgan White Rum brand, which was introduced this year.
The partnership follows a claimed seven-figure media investment in the rum, which included a series of adverts with the tag line ‘White Rum has a New Captain’.
“Captain Morgan Original Spiced Gold has been growing rapidly over recent years and alongside Captain Morgan White Rum, we will continue to challenge the status quo within rums and re-ignite the white rum segment,” said Claire McQuattie, head of Captain Morgan marketing for Western Europe at Diageo.
Deltic Group, formerly Luminar Leisure, operates 59 venues across the country, including Liquid in Dundee and Cav in Edinburgh.
Peter Bacon, national marketing manager at Deltic, said: “Choosing Captain Morgan White as our white rum partner was an obvious choice for the student nights.
“As a brand it has traditionally performed very well in our venues, particularly with student customers and it was the natural next step to grow our partnership with Diageo and offer students the best late night experience out there.”