Diageo will roll out a Captain Morgan brand extension early next year

Diageo will roll out a Captain Morgan brand extension early next year

Diageo is lining up an extension for its Captain Morgan rum brand in the US.

Speaking at this week's Diageo Investor Conference in New York, chief marketing and innovation officer for the US, Peter McDonough, confirmed that the firm will launch a Captain Morgan variant in the coming weeks. Whilst declining to be drawn further on the product, McDonough said he expects the extension to be in market through the second half of Diageo's fiscal year, which starts in January.

Captain Morgan's spiced variant was the subject of a marketing update in the US earlier this year. In May, Diageo started a campaign entitled 'To Life, Love and Loot' for the brand.

“Two years ago, Captain Morgan began to stall (in the US),” said McDonough yesterday (17 November). “The humour we were using was losing its appeal with consumers. So, in May, we repositioned the brand to appear more aspirational and authentic.

“Since the campaign launch, Captain Morgan has posted seven consecutive months of growth in the country.”

In Diageo's last fiscal year to the end of June, the Captain Morgan brand saw sales in North America slide in both value and volume by 2% year-on-year.

McDonough also used his presentation to analysts and fund managers to hint at brand extensions for Jose Cuervo and Crown Royal in the US, due in the Spring.