06 February 2014 14:49

Captain Morgan launches White Rum in US

There's a 'New Captain' taking over beaches and cocktails in America. Inspired by the real-life adventures and exploits of one of history's most renowned privateers, Captain Morgan White Rum, the newest addition to the rum brand's portfolio, will take cues from its namesake with a release across the US this month.

Captain Morgan White Rum is five times distilled, clean, slightly sweet and creamy with a taste of lush fruit and hints of green apple. It's remarkably crisp, carries the brand's signature smooth finish and is the perfect option for adult fans to enjoy responsibly year round.

"Henry Morgan is historically recognized as a successful leader, not wavered by new opportunities and uncharted waters," said Tom Herbst, Vice President of Marketing, Rums for Diageo North America. "It's with that same spirit that we developed CAPTAIN MORGAN® White Rum, the first-ever white rum from a brand that people know and love. It's a superior quality liquid that possesses a much smoother taste, and we aim to stake our claim in this category in an explosive way."

The launch of Captain Morgan White Rum will be supported through a robust marketing mix, including television, print and online advertising as well as public relations, strong digital extensions and point of sale materials.

Set to renowned recording artist and songwriter M.I.A.'s Double Bubble Trouble,the brand's television creative features typical rum cocktails "exploding" as Captain Morgan White Rum takes over. In addition, the first supporting ad, which features American model Chrissy Teigen, will appear in Sports Illustrated's 50th Anniversary Swimsuit Edition slated to hit U.S. shelves in February.

Captain Morgan White Rum also brought a splash of the Caribbean to the Big Apple as football fans, notable celebrities and athletes were among the first to enjoy signature cocktails with the new rum during celebrations leading up to last Sunday's big game.

At 80 proof (40% ABV), Captain Morgan White Rum will be available nationally beginning in early February for a suggested retail price of $15.99 for a 750mL bottle. The new offering is best enjoyed on the rocks, paired with cola or lemon-lime soda, or as the key ingredient in a number of Caribbean-inspired cocktail recipes.

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