WINE & SPIRITS
CAPTAIN MORGAN WHITE RUM (750 ML)
Diageo has made a number of moves over the past year with its Captain Morgan brand, including the release of Captain Morgan Black and Captain Morgan Sherry Oak Finish. These moves are more than just line extensions, they are a major attempt at navigating a massively successful brand into new waters. In the case of Black and Sherry Oak Finish, Diageo tried to steer the Captain Morgan ship towards the ever-growing American whiskey consumer, many of whom had previously jumped ship from the spiced rum category. Now Diageo is making one of the biggest moves for the Captain Morgan brand yet with the release of a white rum clearly designed to help the brand go to battle with the behemoth players already well entrenched in the rum space.