Blog: Captain 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?"
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