Captain morgan pineapple rum2/12/2024 This move also is a very aggressive fire across Bacardi’s bow in a space where Bacardi is weakest (look at Bacardi Arctic Grape). With flavored vodka beginning to fall out of favor, Diageo’s move to add three tropical rum flavor offerings couldn’t be better timed. Now, Diageo continues their assault on the category with the release of three flavored white rums: Captain Morgan Grapefruit Rum, Captain Morgan Pineapple Rum, and Captain Morgan Coconut Rum. Diageo generally doesn’t pick fights they don’t think they can win (or at least gain significant ground on), and so they’ve pushed Captain Morgan into the white rum space with great gusto. As a white rum, the battle is much fiercer with titans like Bacardi (with their Bacardi Superior Rum) and Gallo (with their Shellback Rum). As a spiced rum, Captain Morgan had limited competition, with brands like The Kraken, Sailor Jerry, and, to a very limited extent, Bacardi and Oakheart. Then in 2014, Diageo made a major move in the white rum category with Captain Morgan White Rum. For a long time, Diageo has seen great success with the core Captain Morgan Spiced Rum, but slowly and surely they’ve been making efforts to expand the brand, slowly turning the Captain Morgan’s ship around and sailing it towards open waters.įirst, Diageo had a series of limited edition releases, mainly focused at targeting Captain Morgan at the “whiskey occasion”, including Captain Morgan Black Spiced Rum in 2012, Captain Morgan Limited Edition Sherry Oak Finish Spiced Rum in 2013, and Captain Morgan 1671 Rum in 2014. Diageo has realized something very important about its Captain Morgan brand – it’s a brand not of a single product, but a very specific lifestyle brand for a category of spirits.
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