Captain Morgan sales hit 10 million case landmark

Sales are up by more than half a million cases from the previous 12-month period and Captain Morgan joins Absolut, Bacardi, Jack Daniel’s, Johnnie Walker and Smirnoff to hit the global 10 million case landmark.

The biggest driver of Captain Morgan’s growth comes from the US, where it is currently the third largest spirit brand. Outside the US, Captain Morgan continues to be popular in Canada and Western Europe, with Germany and the UK leading growth.

Captain Morgan Original Spiced remains the key variant at the heart of the brand and is supported by the other variants, Jamaican Rum and the innovation Black Spiced which hit the US this year.

Russell Jones, global brand director at Diageo said: "We’re incredibly excited to reach this milestone of 10 million cases and want to thank all of our fans who have enjoyed their own legendary adventures with us along the way.

"The next 12 months will be an exciting year for the brand as we dive further into the real history behind the legendary Captain Henry Morgan through a series of campaigns bringing to life his escapades."