The new flavour is made by blending Captain Morgan Original Spiced Gold, brewed mangoes and a dash of hop flavours together for the first time. It is described as a “new rum-based innovation” that provides a “delicious new alternative to beer.”
It is being launched in a 4% ABV 440ml can format, which can be served in a branded glass.
The team behind Captain Morgan Muck Pit Brew looked at how consumers socialise and worked with focus groups to understand the opportunities to develop the rum-based drink. Its research found that 91% of respondents said they would drink Captain Morgan Muck Pit Brew in a casual setting like a pub or beer garden.
Brand extension
The drink draws inspiration from the 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.
Mark Sandys, chief innovation officer at Diageo, said that Captain Morgan Muck Pit is more than just a product innovation but is a new brand extension.
“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,” he said.
Broaden the scope
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.”
She added: “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.”
There will be consumer focus through a Captain Morgan Muck Pit creative platform, ‘Muck Up the Usual’, which will be launched through via consumer activations and sampling at festivals across Great Britain, as well as through digital channels.
Captain Morgan Muck Pit Brew will also be available in 40ml cans and 330ml cans (multipack) in the off-trade next year.