Diageo Great Britain is launching a new bottle for Morgan's Spiced Rum in the UK.

The drinks giant said today (18 July) that the new design is an attempt to reinforce the drink's quality and Caribbean heritage as well as increase its on-shelf impact and brand recognition.

The company said that golden rum is the fastest growing spirits segment in the UK at over 9%, versus the total spirits market, which is currently flat.

Diageo has said that it plans to invest GBP1.5m (US$10.4m) in promoting the new packaging, autumn-staged 'Out of the Ordinary' experiential marketing events and press, radio, outdoor and on-line advertising. 

Morgan's Spiced, Diageo GB brand manager Amy Richardson said: "The growth of the brand and of golden rum as a whole is an illustration of current trends which see consumers looking for a more differentiated spirits offering.  The new pack design and heavy-weight marketing investment behind Morgan's Spiced this year aims to increase the popularity of golden rum further."