Diageo is introducing a new festive flavour for its Captain Morgan rum brand.

Captain Morgan Gingerbread Spiced, which will be available exclusively from Asda, is made with the brand’s classic signature spices distilled with the “warming taste” of baked gingerbread.

The producer hopes to tap into the on-trend flavour of gingerbread, which has filtered into the drinks world via drinks such as gingerbread lattes and eggnog cocktails.

It also hopes to attract new fans to the spirit by appealing to the 5.8 million consumers in the UK who plan to try new drinks over the Christmas period, compared to 3.2 million in an average month. In addition, the sweet but spicy flavour of ginger increased in popularity by 31% last year, according to CGA data (Q3 2018).

Amy Mooney, head of Captain Morgan, Europe at Diageo, said: “Rum is the commander of cocktails, thanks to its great flavour and versatile nature, so we wanted to inject the category with an on-trend innovation and provide retailers with a product that consumers can get excited about.

“With more consumers enjoying a night in than ever before, our delicious Gingerbread Spiced is best served with apple juice, hot or cold, for a simple, yet effective serve when celebrating this Christmas.”