Captain Morgan rum is introducing brand-new flavoured spirit, Captain Morgan Sliced Apple (25 per cent ABV) this autumn. The latest innovation will be available in 70cl bottle format from early November in selected convenience stores, with a wider roll out across the trade to follow in spring 2022. The launch will also be supported with over £1m of marketing investment in its first year to make a distinctive entrance to the category.
The introduction of Captain Morgan Sliced Apple Spirit Drink follows the successful launch of Captain Morgan Tiki in March 2020. With 87 per cent of spirits volume growth over the last 10 years coming from flavours, as well as Captain Morgan being the number-one driver of growth in rum-based flavour innovations, Captain Morgan Sliced Apple Spirit Drink is well positioned for success.
Featuring a stand-out bottle design, the new innovation offers a versatile liquid with bold notes of apple. Providing people with the opportunity to create new and exciting serve experiences, Captain Morgan Sliced Apple can be enjoyed with lemonade, simply neat over ice or as a hot toddy serve for colder days. Developed to tap into the early evening occasion and recruit more drinkers to flavoured spirits, the latest launch positions Captain Morgan as an all-year-round liquid.
“We know that consumers are still keen to explore new flavours within spirits,” said Captain Morgan GB Category Director Samantha Newby. “The launch of Captain Morgan Sliced Apple provides an opportunity to truly disrupt the category with great tasting spirit option whilst widening the reach of Captain Morgan to a broader group of people, moments and occasions.”
Captain Morgan Sliced Apple joins Captain Morgan Original Spiced Gold, Tiki, White Rum and Dark Rum. Ready-to-Drink Captain Morgan Original Spiced Gold & Cola SKU is also available.
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