Old favourite out of the ordinary

27 July, 2007

Diageo is rolling out Morgan's Spiced Rum in revamped packaging.

The new look is designed to reinforce the drink's Caribbean heritage

and increase

on-shelf impact . It is part of Diageo's £1.5 million

press, radio, outdoor and on line advertising for the brand's Out of the Ordinary campaign.

Brand manager Amy Richardson said: "The growth of the brand and of golden rum as a whole is an illustration of current trends which see consumers looking for a more differentiated spirits offering. "




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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