Diageo has launched flagship rum brand Captain Morgan in India.

The launch is the latest move from the UK-based drinks giant to bolster its product offering in India.

Santosh Kanekar, marketing director for Diageo India, said: "The taste of this spiced gold rum, the first of its kind here, is sure to take India by storm."

Diageo has been busy upping its presence in India since last year's tie-up with local spirits group Radico Khaitan to develop Indian Made Foreign Liquor (IMFL) brands.

In January, the company launched a "super-premium" Smirnoff variant, Smirnoff Black No. 55, to tap into growing demand for high-end spirits among India's ever-wealthier middle classes. Last September, Diageo launched Shark Tooth, a mainstream vodka aimed at male consumers.

Diageo officials were unavailable for further comment on the launch of Captain Morgan as just-drinks went to press.