Blog: Olly WehringCaptain Morgan - Rum, not rum

Olly Wehring | 11 August 2011

I started a bit of a debate earlier today on Twitter, when I queried a category description used by Diageo in a press release.

In announcing the launch of an ad campaign for Captain Morgan, the drinks giant described the brand as being a “rum-based spirit drink”. This was news to me: I mean, I know Pernod Ricard's Malibu is not, strictly speaking, a rum. But, Captain Morgan?

Over to Diageo to explain:

'Captain Morgan Jamaican Black' is a rum – everywhere in the world.

'Captain Morgan Original Spiced Rum' is sold primarily in the US and Canada, and under US law, and rest of world, it is a rum.

'Captain Morgan Original Spiced Gold' is the name given to 'Captain Morgan Original Spiced Rum' in Europe. Under European law, it cannot be described as a rum due to the composition of the liquid – primarily the spices added to it and the ABV (35%). Therefore, in Europe, it must be described legally as “a rum-based spirit drink”.

As Diageo concluded to me: "Clear?"


BLOG

The (temporary) return of Paul Walsh to the drinks debate

Paul Walsh just can't stay away from the drinks industry....

BLOG

Budweiser races to stock Mars bars

For those people looking to the Red Planet as shining utopia away from all things earth, look away now....

BLOG

When life gives you lemons, make soap

Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....

BLOG

Small measures required as Philadelphia soda tax adds up

Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....

just-drinks homepage



Forgot your password?