Diageo's Captain Morgan Rum has launched a new website. The site, located at www.captainmorgan.com, will allow consumers to tap into global content via one portal, while still accessing market-specific information including updates on local events, features and promotions.

"Our goal was to create a user-friendly site that has the ability to grow with the brand globally and provide regularly updated features and benefits to Captain Morgan consumers," said Stephen Bayliss, global marketing director at Captain Morgan communication and innovation.

Upon entering the site, visitors are asked the year they were born, and in what country they live - all site visitors must be over the legal drinking age of their respective country. They are then directed to either a localised site or to a global site. Currently both the US and South African markets have localised content.

The new site also contains a number of new technological upgrades. Captainmorgan.com uses a mix of both Flash and html, and automatically serves the appropriate version for the site visitor's computer. Additionally, there are a number of multimedia elements throughout the site including high resolution photos, streaming video and high-quality audio files.

The site offers themed party guides, event photos and videos, sweepstakes and other promotions, an on-line store, and a database of nearly 100 Captain Morgan cocktails.

The US version of the site also contains unique expanded content for members of "The Captain's Crew" - the brands affinity program, including automatic sweepstakes entry, "insider" news and tips and unique party planning tools.