Diageo aims to take on Bacardi

By Robyn Black , 14-Apr-2011

Related topics: Drinks & Brands News

Captain Morgan: kick-starting Diageo push to become number one rum company

Captain Morgan: kick-starting Diageo push to become number one rum company

Diageo has announced its intention to take on Bacardi to become the number one rum company in the world by 2015.

 

The owner of rum brands Captain Morgan, Bundaberg and Pampero currently has a 17% share of the UK rum market and sees further growth coming from golden and dark rum and golden rum-based spirits.

 

To kick-start the push, the company has earmarked £7m for its Morgan's Spiced brand, renaming it Captain Morgan's Spiced and investing in a TV campaign and on-trade push.

 

"Consumers may already be aware of the Captain Morgan brand from the dark rum currently available in the UK market," said marketing manager Ali Wilkes.

 

"The addition of the Captain figurehead to the title and the label of Morgan's Spiced will create synergy across the two brands and also give Morgan's Spiced an identifiable personality."

 

The campaign will be aimed at 18 to 24-year-old male drinkers and focus on the "Captain and cola" serve, which is already the number two bar call in the US, according to Diageo.

 

As well as the planned TV campaign, set for this autumn, the company is joining forces with the NUS, Luminar and other pub companies to host 3,000 party nights, due to be held between this June and June of next year.

 

Sampling, PoS kits and visits from the Captain and his "Morganettes" will create buzz and excitement around the brand, said Wilkes.

Find us on Facebook

Spotlight

Legal Q&A: Opening a cinema club and assault charges

Legal Q&A: Opening a cinema club and assault charges

This week's legal Q&A asks what you should do regarding personal licences and being charged with assault,...

Five minute guide to Champagne, Prosecco and Cava

Five minute guide to Champagne, Prosecco and Cava

It may, in the past, have been associated with indulgence and special occasions, but all that is...

Legal Q&A: Nudity, noise and measuring down

Legal Q&A: Nudity, noise and measuring down

This week's legal Q&A features issues to do with 'regulated entertainment' and nudity, noise abatement notices and...

Drinks promotions: top legal tips

Drinks promotions: top legal tips

In this top tips series we continue our analysis of the practical implications of the changes to...

Follow us on