Captain Morgan has launched Captain Morgan Muck Pit, a new brand extension with a flavour-forward liquid innovation that will roll out across Europe, Africa and Asia as the brand expands its offering to cater for new occasions and consumers.
Drawing inspiration from the legendary muck pits of the Caribbean rum making process – that see overripe fruit tossed into a ‘muck pit’ and fermented in the tropical heat to create a rum with an intensely fruity flavour - Captain Morgan Muck Pit delivers iconic Captain Morgan spice with an extraordinarily tropical twist.
Captain Morgan Muck Pit Brew is the exciting new liquid innovation that is rolling out across Great Britain from today. Sitting within the Captain Morgan Muck Pit brand world, it boasts its own bright distinct visual identity.
Captain Morgan Muck Pit Brew is a gently sparkling tropical brew that holds a unique flavour profile and blends Captain Morgan Original Spiced Gold, brewed mangoes and a dash of hop flavours together for the first time.
The result is an innovative liquid that evokes the body of a beer but with the finish of a spirit. The team behind Captain Morgan Muck Pit Brew looked at how consumers socialise and worked with focus groups to understand the opportunities for the development of a new type of drink.
With 91 per cent of respondents saying they’d drink Captain Morgan Muck Pit Brew in a casual setting like a pub or beer garden, the new rum-based innovation provides a delicious new alternative to beer.
Mark Sandys, Chief Innovation Officer at Diageo, said, “Captain Morgan Muck Pit is more than just a product innovation; it’s a new brand extension that champions flavour.
"We combined insights into the evolving ways that consumers socialise today with inspiration from traditional production methods to create the unique innovation that we call Captain Morgan Muck Pit Brew.
"We can’t wait for it to hit pubs and festivals this summer, and shelves in the near future.”
Consumers will see the Captain Morgan Muck Pit creative platform, ‘Muck Up the Usual’, come to life this summer via consumer activations and sampling at festivals across Great Britain, as well as through digital channels.
Patricia Borges, Global Gin & Rum Director at Diageo, said, "Rum is such a versatile liquid and we strongly believe in the opportunity to broaden the scope of how and where consumers drink it.
"The launch of Captain Morgan Muck Pit Brew presents a fantastic opportunity for the brand, and the wider rum category, to take cues from the beer occasion and begin to play in these settings.
"The introduction of the Captain Morgan Muck Pit brand extension broadens our liquid offering to meet evolving consumer trends."
Captain Morgan Muck Pit Brew is 4 per cent ABV and is available in select venues across Great Britain via an exclusive partnership with LWC Drinks, the UK's largest independent wholesaler. The 440ml cans and 330ml cans (multipack) will be available in the off-trade next year.
