Diageo Updates Captain Morgan

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Christina Jelski
Posted: July 20, 2010

Diageo is launching a new packaging design for Captain Morgan rum, which will be released in the U.K. this month. Within the next 18 months, Diageo plans to extend the updated packaging globally, reaching more than 50 countries. Changes were made according to consumer suggestions and preferences and the redesign focuses on a more realistic and rugged representation of the Captain Morgan character. Diageo intends for the packaging to reflect superior quality and emphasize brand heritage.

Captain Morgan is the fourth-largest rum in the world and in 2009, the brand grew 2%, selling 8.6 million cases worldwide. Despite political controversy, Diageo’s upcoming distillery in the U.S. Virgin Islands is on track for completion—by 2012, it is expected to supply all Captain Morgan rum for the North American market, where the Diageo brand does the vast majority of its business.

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