Diageo, an international wine and spirits company based in the UK, has planned to redesign the packaging of its dark rum brand, Captain Morgan, giving it a 'more rugged' appearance.
The new Captain Morgan’s brand label will sport new hand-painted imagery of the Captain alongside a ship, gold coins and crossed swords, reported Packagingnews.
In addition to the new front-of-pack imagery, a redesigned back-of-bottle label will feature the rum’s recipe, the Captain and Cola cocktail.
Further to the new primary packaging, the company said that Captain Morgan will have new point-of-sale packs that will highlight the Captain and Cola mix.
According to Russell Jones, global brand director for Captain Morgan, the redesign was part of developing the brand globally.
Packagingnews quoted Mr Jones as saying, Before implementing any changes, we talked with our consumers around the world. They told us consistently how much they appreciated the quality and authenticity communicated by the new pack.
The company explained that Captain Morgan Original Spiced Rum is made taking American white oak bourbon barrels, charring them, and filling them with triple distilled rum. They are then left to rest and mature.The charred barrels help release the vanillin, tannins and caramelizing sugars.
The spirits family of The Captain Morgan Rum Company, owned by Diageo, comprises, in addition to Original Spiced Rum, Private Stock, 100 Proof Spiced Rum, Lime Bite, Long Island Iced Tea, Silver Spiced Rum, Tattoo and Parrot Bay (available in multiple flavors).