Diageo has added to its portfolio of Captain Morgan products on sale in the US with a range of malt-based RTDs.
The spirits giant described the new Captain Morgan Sliced line-up as “cocktail-inspired malt beverages”.
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Diageo is marketing a range of four products, including a “pineapple daiquiri style” drink and another inspired by a strawberry margarita.
“We didn’t just want to introduce another new canned drink – we wanted to slice through the ordinary with an offering that compliments the adventurous spirit of our consumers,” Laura Merritt, the CMO of the Diageo Beer Company business unit, said.
“Captain Morgan has always been known and loved for its bold flavour, and we’re excited to shake up the category and introduce Captain Morgan Sliced to the world.”
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The 5.8% abv drinks are available in a 12-count variety pack of 12 oz (352ml) cans. The pack has a suggested retail price of $19.99.
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By GlobalDataDiageo has also launched another canned range, the 8% abv Captain Morgan Sliced Up, in two flavours: a Long Island iced tea-style beverage and a tropical hurricane-style variant.
Last month, Diageo reported its half-year financial results, in which it posted a 2% decline in Captain Morgan sales. The company said the drop was “primarily due” to the performance of Captain Morgan Original Spiced in North America.
Last week, Diageo launched a trio of ready-to-serve (RTS) cocktails in Great Britain under its recently created innovation arm, The Cocktail Collection.
The range comprises a Johnnie Walker old-fashioned cocktail with a 20.5% abv, a 17.5%-abv Tanqueray negroni and a 17.5%-abv Cîroc cosmopolitan.
Earlier in February, the drinks maker said it was expanding its vodka-based ready-to-drink offering in the US and UK with two launches this week.
In the US, it has launched a Smirnoff vodka soda range, while in the UK it has tolled out a line of RTDs under the Cîroc vodka brand.
The latter marks Ciroc’s first entry into the UK RTD market with two flavours of sparkling drinks, which Diageo said tapped into a macro trend for affordable indulgence.
