ST. CROIX, U.S. Virgin Islands,
Feb. 5, 2014 /PRNewswire/
-- Mojitos, daiquiris and pina coladas are about to be
overtaken as there's a 'New Captain' taking over beaches and
cocktails everywhere! 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
nationwide release this month.
Inspired by the pristine waters of the Caribbean, CAPTAIN MORGAN® White
Rum is five times distilled to ensure delicious taste, clean,
slightly sweet and creamy with hints of lush fruit and green apple.
It's remarkably crisp, carries a smooth finish and is great for
adult fans to enjoy responsibly year round.
"Captain Henry Morgan was a
world-renowned privateer who paved the way for countless
adventurers," 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 rum 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 print 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.
The Captain Morgan Rum Co. reminds adults to stake their claim
and raise a glass to sailing uncharted waters – always in
moderation!
About Diageo
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks
business with an outstanding collection of beverage alcohol brands
across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor,
Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One
vodkas, Baileys, Captain Morgan, Tanqueray, Guinness, Beaulieu Vineyard and Sterling Vineyards
Wines.
Diageo is a global company, with its products sold in more than
180 countries around the world. The company is listed on both the
New York Stock Exchange (DEO) and the London Stock Exchange (DGE).
For more information about Diageo, its people, brands, and
performance, visit us at Diageo.com. For our global resource that
promotes responsible drinking through the sharing of best practice
tools, information and initiatives, visit DRINKiQ.com.
Celebrating life, every day, everywhere.
Contacts:
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Sari
Brecher
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Travis
Rexroad
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Diageo
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Taylor
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646.223.2019
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704.644.6931
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sari.brecher@diageo.com
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trexroad@taylorstrategy.com
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(Photo: http://photos.prnewswire.com/prnh/20140205/NY59880 )
SOURCE Diageo