Product Launch - US: Diageo's Captain Morgan Sherry Oak Finished Spiced Rum

By | 25 June 2013

Click through to view Diageos Captain Morgan Sherry Oak Finished Spiced Rum

Click through to view Diageo's Captain Morgan Sherry Oak Finished Spiced Rum

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Diageo's Captain Morgan Sherry Oak Finished Spiced Rum

Category - Spirits, rum, flavoured, 35% abv

Available - From this month, for a limited (albeit unspecified) time

Location - US, nation-wide

Price - SRP of US$19.99 per 75cl bottle

Distribution - Diageo

Diageo has lined up a limited edition extension for its Captain Morgan rum brand. Captain Morgan Sherry Oak Finished Spiced Rum has been finished in Sherry oak casks and will be available in the US for a limited time.

Earlier this year, the company posted a healthy set of half-year results, with sales from the Captain Morgan portfolio rising by 7% year-on-year.

Show the press release

In 1671, Captain Henry Morgan led a historic invasion off the shores of Panama. Though five of his ships were lost on the bottom of the Caribbean during this battle, including his flagship The Satisfaction, Morgan earned his mark in history as one of the most renowned privateers of all time.

After almost 350 years, remains of a 17th century fleet, including a hull of a ship, a sword and a barrel, were discovered in 2012 as part of an expedition funded by the Captain Morgan brand. To commemorate Morgan’s legendary battle as well as the recent historic discovery, Captain Morgan today announced the release of its limited edition Captain Morgan Sherry Oak Finish Spiced Rum.

With a growing demand for sherry-flavored spirits in the marketplace, the limited edition Captain Morgan Sherry Oak Finish Spiced Rum is finished with Sherry Oak, which results in a rich and flavorful take on the brand’s signature blend. The new limited time offering possesses a smooth yet subtly sweet taste of oak, sherry wine, vanilla, caramel, dark cherry and cocoa, with a slight floral undertone.

Through the brand’s funding of the archaeological expedition and its ongoing commitment to tell the story of the real-life privateer, researchers have been able to derive additional details from the recovered artifacts, which provide a more holistic understanding of what life may have been like for Morgan on the high seas in the 17th century. One such detail is that the recovered barrel most likely housed sherry, considering it was a prominent export during the time – a detail that ultimately led to the creation of the brand’s limited edition offering.

“The life and legacy of Henry Morgan serve as an integral source of inspiration for us as we continue to develop innovative product offerings and creative marketing campaigns,” said Jesse Damashek, Director of Innovation, Diageo North America. “Every adventure, and especially every victory, is one worth celebrating responsibly, and we are proud to offer adult consumers Captain Morgan® Sherry Oak Finish Spiced Rum for a limited time.”

The limited edition Captain Morgan Sherry Oak Finish Spiced Rum possesses a unique bottle design with a highly-detailed, metallic label. As the liquid leaves the bottle, commemorative artwork and a synopsis of Morgan’s 1671 battle are revealed on the backside of the label.

At 70 proof (35% ABV), Captain Morgan Sherry Oak Finish Spiced Rum will be available nationally for a limited time for a suggested retail price of $19.99 for a 750 mL bottle. The limited time offering is best enjoyed on the rocks or mixed with cola for a refreshing new take on the Captain’s signature drink.

Original source: Company Release

Sectors: Product launches, Spirits

Companies: Diageo, Captain Morgan

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