Diageo has announced the launch of Captain Morgan Muck Pit, a new rum-based alternative to beer.
The Captain’s latest brand extension takes inspiration from the Caribbean rum making process which sees overripe fruit tossed into a ‘muck pit’ and fermented in the tropical heat to create a rum with an intensely fruity flavour.
Trumpeted by Diageo as an “exciting new liquid innovation,” Captain Morgan Muck Pit Brew is a gently sparkling blend of Captain Morgan Original Spiced Gold, brewed mangoes and a dash of hop flavours. The combination yields a 4% ABV drink that has the body of a beer but the finish of a spirit.
Muck Pit Brew will make its UK debut in selected hospitality venues over the summer, supported by a marketing campaign, ‘Muck Up the Usual,’ that includes sampling at festivals, consumer activations and digital advertising.
It launches in the off-trade next year, in 440ml single cans and 330ml can multipacks.