Captain Morgan launches new Global Innovation Under Captain Morgan Muck Pit brand extension

LONDON 8 May 2025: Today, Captain Morgan is launching Captain Morgan Muck Pit, a new brand extension with a flavour-forward liquid innovation that will roll out across Europe, Africa and Asia as the brand expands its offering to cater for new occasions and consumers.

Drawing inspiration from the legendary muck pits of the Caribbean rum making process - that see overripe fruit tossed into a ‘muck pit’ and fermented in the tropical heat to create a rum with an intensely fruity flavour - Captain Morgan Muck Pit delivers iconic Captain Morgan spice with an extraordinarily tropical twist.

Captain Morgan Muck Pit Brew is the exciting new liquid innovation that is rolling out across Great Britain from today. Sitting within the Captain Morgan Muck Pit brand world, it boasts its own bright distinct visual identity.

Captain Morgan Muck Pit Brew is a gently sparkling tropical brew¹ that holds a unique flavour profile and blends Captain Morgan Original Spiced Gold, brewed mangoes and a dash of hop flavours together for the first time. The result is an innovative liquid that evokes the body of a beer but with the finish of a spirit.

The team behind Captain Morgan Muck Pit Brew looked at how consumers socialise and worked with focus groups to understand the opportunities for the development of a new type of drink. With 91% of respondents² saying they’d drink Captain Morgan Muck Pit Brew in a casual setting like a pub or beer garden, the new rum-based innovation provides a delicious new alternative to beer.

Mark Sandys, Chief Innovation Officer at Diageo, said:

"Captain Morgan Muck Pit is more than just a product innovation; it’s a new brand extension that champions flavour. We combined insights into the evolving ways that consumers socialise today with inspiration from traditional production methods to create the unique innovation that we call Captain Morgan Muck Pit Brew. We can’t wait for it to hit pubs and festivals this summer, and shelves in the near future."

Consumers will see the Captain Morgan Muck Pit creative platform, ‘Muck Up the Usual’, come to life this summer via consumer activations and sampling at festivals across Great Britain, as well as through digital channels.

Patricia Borges, Global Gin & Rum Director at Diageo, said:

"Rum is such a versatile liquid and we strongly believe in the opportunity to broaden the scope of how and where consumers drink it. The launch of Captain Morgan Muck Pit Brew presents a fantastic opportunity for the brand, and the wider rum category, to take cues from the beer occasion and begin to play in these settings. The introduction of the Captain Morgan Muck Pit brand extension broadens our liquid offering to meet evolving consumer trends."

Captain Morgan Muck Pit Brew is 4% ABV and is available in select venues across Great Britain via an exclusive partnership with LWC Drinks, the UK's largest independent wholesaler. The 440ml cans and 330ml cans (multipack) will be available in the off-trade next year.

For more information, please click here.

- ENDS -

For additional information, please reach out to:
[email protected];

NOTES TO EDITOR: 

About Captain Morgan:

Captain Morgan, owned by Diageo, is one of the world’s biggest rum brands. Captain Morgan offers a choice of different drinks, each with its own distinctive flavour and personality. Smooth and medium bodied, Captain Morgan Original Spiced Gold is based on a secret blend of premium Caribbean rums, mellow spice and other natural flavours.

About Diageo:

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits, beer and wine categories.  These brands include Johnnie Walker, Crown Royal, J&B, Buchanan’s, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in more than 180 countries around the world.  The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).  For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com.  Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Celebrating life, every day, everywhere.

Please drink responsibly and please do not forward to anyone under the legal purchase age.

¹ Captain Morgan Original Spiced Gold, brewed mangoes and a dash of hop flavours
² 2023 Survey conducted by Nielsen Consumer LLC, based on 200 respondents aged LPA and older, located in GB.