Captain Morgan draws inspiration from rum making process for new launch
Captain Morgan is launching Captain Morgan Muck Pit, a new brand extension that will roll out across Europe, Africa and Asia as the brand expands its offering to cater for new occasions and consumers.
Drawing inspiration from the legendary 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.
Captain Morgan Muck Pit features Captain Morgan spice with a tropical twist, and has its own bright distinct visual identity.
Captain Morgan Muck Pit Brew is a gently sparkling tropical brew blends Captain Morgan Original Spiced Gold, brewed mangoes and a dash of hop flavours together for the first time.
According to Captain Morgan, the result is a liquid that evokes the body of a beer but with the finish of a spirit.
The team behind Captain Morgan Muck Pit Brew said they looked at how consumers socialise and worked with focus groups to understand the opportunities for the development of a new type of drink.
With 91% of respondents (source: 2023 Survey conducted by Nielsen Consumer LLC, based on 200 respondents aged LPA and older, located in GB) saying they’d drink Captain Morgan Muck Pit Brew in a casual setting like a pub or beer garden, the new rum-based innovation provides a delicious new alternative to beer.
Mark Sandys, chief innovation officer at Diageo, said Captain Morgan Muck Pit is a new brand extension that champions flavour.
“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,” he explained. “We can’t wait for it to hit pubs and festivals this summer, and shelves in the near future.”
Consumers will see the Captain Morgan Muck Pit creative platform, ‘Muck Up the Usual’, come to life this summer via consumer activations and sampling at festivals across Great Britain, as well as through digital channels.
Patricia Borges, global gin & rum director at Diageo, said with Rum being a versatile liquid, there is the opportunity to broaden the scope of how and where consumers drink it.
“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,” Borges added. “The introduction of the Captain Morgan Muck Pit brand extension broadens our liquid offering to meet evolving consumer trends.”
Captain Morgan Muck Pit Brew is 4% ABV and is available in select venues across Great Britain via an exclusive partnership with LWC Drinks, the UK’s largest independent wholesaler. The 440ml cans and 330ml cans (multipack) will be available in the off-trade next year.
