The new-look Captain Morgans Spiced label in the UK

The new-look Captain Morgan's Spiced label in the UK

Diageo is relaunching its Morgan's Spiced rum in the UK on-trade under the name Captain Morgan's Spiced, to bring it into line with other markets around the world.

Diageo is investing around GBP7m (US$11.4m) in the rebranding of Morgan's Spiced, backing the move with a marketing campaign that will include 3,000 "Captain's party nights" in the UK between June 2011 and June 2012.

While the rum recipe has not changed, the drinks giant has launched a new bottle label that will feature the Captain character already widely used on the Captain Morgan brand in other markets.

Advertising will focus on the suggested serve of a Captain Morgan's Spiced and cola. A national ad campaign, entitled 'Got a little Captain in you', will also be launched, Diageo said.