Drinks giant Diageo is looking to make the eponymous hero of its Captain Morgan rum brand more rugged in a packaging redesign. The dark rum’s label will feature new hand-painted imagery of the Captain alongside a ship, gold coins and crossed swords.
Captain Morgan global brand director Russell Jones said that the redesign was part of developing the brand globally following a successful last year in which its sales which have shot up 26% to £18.4m in the past year, according to market research agency Nielsen.
“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,” Jones said.
In addition to the new front-of-pack imagery, a redesigned back-of-bottle label will feature the rum’s most popular recipe, the captain and cola cocktail.
In addition to new primary packaging, Captain Morgan will have new point-of-sale packs that will highlight the captain and cola mix.