The Captain Morgan portfolio consists of Original Spiced, Black Spiced and Jamaican Rum expressions

The Captain Morgan portfolio consists of Original Spiced, Black Spiced and Jamaican Rum expressions

Diageo has hailed a new sales record for its Captain Morgan spirits brand.

The company said earlier today (10 December) that the brand has seen sales in the 12 months to the end of November break the 10m nine-litre-case barrier. The news highlights a 500,000-case rise in volume sales for Captain Morgan versus the corresponding 12-month period a year earlier.

The brand, which comprises three variants, is the sixth “premium spirit” to sell 10m cases on a moving annual total (MAT) basis, Diageo said.

The developed markets of the US, Canada and Western Europe accounted for around 9m cases, with Russia, Eastern Europe, and Latin America being highlighted as “growth hotspots" for Captain Morgan.

“Captain Morgan plays a critical role for Diageo and our customers by recruiting beer drinkers into the spirits category,” said Diageo's CMO, Andy Fennell.

Captain Morgan is the second-largest player in the rum category, behind Bacardi's namesake white rum. The brand has been at the centre of a row between the two companies, after Diageo lined up a shift of production from Puerto Rico to the US Virgin Islands four years ago.