Revamp for Captain Morgan

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.