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Captain Morgan enters alcohol free market

Captain Morgan enters alcohol free market
Kiran Paul
By Kiran PaulAug 30, 2023
Kiran Paul
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Leading rum brand Captain Morgan has unveiled Captain Morgan Spiced Gold 0.0%, an alcohol-free alternative to the iconic Original Spiced Gold.

Available from 1 September across the grocery, wholesale, convenience and on-trade channels, the latest innovation offers a deliciously spiced flavour profile to the growing alcohol-free category.

With almost fifty percent of people aged 18 to 24 in Britain looking to moderate their alcohol consumption], the brand said the launch will provide retailers with an alcohol-free spirit able to tap into a variety of drinking occasions.

Carefully developed over the past two years by Diageo’s innovation team, Captain Morgan Spiced Gold 0.0% has been created with intricate layers of flavour, starting with rich notes of caramel, molasses, vanilla and warm brown spices. Captain Morgan Spiced Gold 0.0% gives those looking to moderate a deliciously spiced flavour profile, tapping into the increasing popularity of rum, with Captain Morgan being the biggest rum-based spirit brand in the GB on-trade and off-trade.

Captain Morgan Spiced Gold 0.0% can be used in place of Captain Morgan Original Spiced Gold in any cocktail or drink, whether that’s created by consumers at home or by operators in the on-trade. Simply pour 50ml of the alcohol-free spirit over ice, mix with cola and add a slice of lime to create a refreshing tasting alcohol-free Captain & Cola.

“With a resurgence of rum as a drink of choice and 47 per cent of UK adults switching between alcohol and low and alcohol-free drinks, Captain Morgan 0.0% is perfectly placed to not only meet growing demand but also give those looking to moderate their consumption a new alternative,” Samori Gambrah, global brand director at Captain Morgan, commented.

Amanda Brown, liquid scientist at Diageo, added: “It’s been an exciting journey working on Diageo’s first alcohol-free dark spirit. When creating Captain Morgan 0.0%, we went through more than 400 recipes before we were able to capture the iconic rum and spice flavour of Captain Morgan Original Spiced Gold, but without the alcohol. Captain Morgan 0.0% has been created by layering flavours that deliver the complexity and depth that consumers know and love.”

Captain Morgan Spiced Gold 0.0% is the latest brand, and first dark spirit, to join Diageo’s alcohol-free portfolio, following the successful launch of Guinness 0.0%, Tanqueray 0.0% and Gordons 0.0% over the past few years.

alcohol free

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