Captain Morgan

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Captain Morgan is the number 2 rum in the world

Results 2007

  • 7.6 million 9-litre cases
  • 7% volume growth
  • 10% net sales growth

Top five markets

  1. United States
  2. Canada
  3. Great Britain
  4. South Africa
  5. Global Travel

How we produce Captain Morgan

www.captainmorgan.comMade with sugar cane molasses, water, mash and yeast, Captain Morgan Original Spiced is distilled in a continuous still.

Once distilled, the clear spirit is then aged in oak barrels for up to a year. This ageing process produces the rum’s golden colour and flavour characteristics. A top secret mix of exotic island spices indigenous to the Caribbean, fruit flavours and vanilla is blended with the rum mixture during the final stages of production. The result is a rum of distinctive and satisfying flavour.

The history behind Captain Morgan

1673

Captain Henry Morgan is knighted and appointed Lieutenant Governor of Jamaica.

1944

Captain Morgan Rum Company formed by Joseph E. Seagram & Sons, Inc in Jamaica.

1983

Captain Morgan Original Spiced launched in the US.

1988

Captain Morgan launches ‘key to adventure’, highly successful on-trade program bringing Captain Morgan and his Morganettes to consumers.

1995

‘Captain Was Here’ advertising campaign introduced in US; campaign rolls out globally in 2001.

1996

Captain Morgan ships 1,000,000 cases in US for first time.

1996

Captain Morgan Private Stock a superpremium sipping rum, launched.

1997

Captain Morgan's Parrot Bay a coconut flavoured addition to the Captain Morgan rum family is launched.

2000

Television advertising launched with ‘Captain Morgan for President 2000’ campaign.

2004

Captain Morgan's Parrot Bay adds two new flavours (Mango and Pineapple) in the US.

2005

Captain Morgan ships 5 million cases for the first time in US.

2005

Captain Morgan Tatoo and Captain Morgan's Parrot Bay Passionate Fruit are launched in the US.

 

Did you know?

  • In January 2006, Captain Morgan launched a limited edition range of lifesize busts of the inimitable Captain. Auctioned on eBay, the busts were designed to benefit New Orleans and Gulf Coast hospitality workers in the wake of Hurricane Katrina.
  • Putting the party into politics during the 2000 US Presidential race, Captain Morgan was at the centre of a spoof advertising campaign, which saw him consider running for president on behalf of the Rum Loyalists Party.
  • From its launch, Captain Morgan discovered sampling was key to the brand’s success and has consistently invested in high impact on trade activities and promotions to gain
    new consumers.
  • The creation of Captain Morgan Orginal Spiced marked the beginning of the flavoured rum segment. It was one of the
    first spirit brands to answer the consumers’ quest for flavoured spirits. Today, Captain Morgan sells nearly eight million 9-litre cases annually.
  • Captain Morgan Original Spiced, with its unique mellow top notes, was created to provide the perfect rum and cola taste combination. Mix Captain Morgan’s Parrot Bay with pineapple juice for a one-step Pina Colada. Add a splash of cranberry juice for a modern twist on the classic Seabreeze.

Brand variants

  • Captain Morgan Original Spiced

  • Captain Morgan Silver Spiced, a distinctive blend of Puerto Rican white rum and tropical spices, which is dryer and lighter than Captain Morgan Original Spiced

  • Captain Morgan’s Parrot Bay, a range of flavoured rums in coconut, mango, pineapple and passion fruit

  • Captain Morgan Private Stock, a bottling designed for the sip and savour occasion

  • Captain Morgan Tattoo, a bold version crafted from fine, aged Puerto Rican rum and hot spices, offers a sweet to heat finish.

 

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