Revamp for Captain Morgan

15 July, 2010

Diageo is introducing a new global pack design for Captain Morgan rum into the UK market from late July.

The design gives greater prominence to the Captain Morgan character which has been made to look “more rugged and authentic””.

Global brand director Russell Jones said: “We have taken our packaging and visual assets to a whole new level.

“Before implementing any changes we talked with consumers around the world.

“They told us consistently how much they appreciated the quality and authenticity communicated by the new packs.”

The pack will appear in more than 50 countries where Captain Morgan is sold within 18 months.

The redesign is accompanied by new-look POS.




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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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