New look in the autumn for leading dark rum brand

New look for dark rum

Leading UK dark rum brand Captain Morgan is being given a new look in the autumn by brand owner Diageo.

The Captain Morgan figure on the front label will be ?larger and more contemporary? as it is said to be a ?very recognisable part? of the brand. Captain Morgan is the largest dark rum in the UK take-home trade with a 23% volume share and is growing at 3% per year.

Brand manager Amy Richardson said the new design would ?ensure the brand has great on-shelf impact?.