Diageo’s rum brand Captain Morgan has launched new Captain Morgan Tiki (25% ABV).
A tropical rum-based spirit drink with pineapple and mango flavours, it is available now in a 70cl bottle (RSP £16.50) that features a striking Tiki-style embossed design that oozes on-shelf standout.
The launch will be supported by a £1.5m marketing spend.
Captain Morgan Tiki hopes to capitalise on the growing trend for lighter coloured mixers, such as lemonade, which has seen a 27% increase in growth over the last two years.
Nick Payman, Head of Captain Morgan Europe, commented, “We know our customers are looking to experiment and try different spirit taste combinations. Captain Morgan Tiki offers something completely new to consumers.”