FDBusiness.com

Captain Morgan, the world’s number two brand in the rum category, has reached a landmark 10 million cases sold – up by over half a million cases from the prior 12-month period.

The brand first came to real prominence in the United States in the 1980’s and has continued to enjoy phenomenal double digit growth over the past 15 years. Captain Morgan is currently the number three spirit in the US, the world’s largest spirit market and the number one spirit in the rum category in Canada.

Key markets for the rum brand include the US, Canada and Western Europewhich accounted for around 9 million of the 10 million cases sold. The emerging markets of Russia, Eastern Europe, and Latin America, have proven to be some of the most exciting growth hotspots, with sales over the last eight years growing consistently and market share growing at pace both of which lay the foundations for an explosive future.

Within Western Europe, Germany powers ahead, growing from 8k cases to 400k in 7 years and GB looks next up in the Captain’s telescope. Within emerging markets, Mexico which only launched 4 years ago powers ahead in Bacardi’s heartland and now delivers 170k cases for the business as of the end of the 2012 fiscal year.

With a presence that now extends to six continents, Captain Morgan remains committed to ‘conquering new territories’ and strengthening its position in the spirits market on a global scale.

Central to Captain Morgan’s success is the strong personality and irreverent communication platforms the brand has come to be known for, which are aimed at males who are legal purchasing age (LPA)-24 and make up an incredibly loyal fan base.

Captain Morgan Original Spiced remains the key variant at the heart of the brand and is supported by the other variants, Jamaican Rum tapping into the heritage of Captain Henry Morgan and the innovation Black Spiced which hit the US this year.  Made with black strap rum and reserved in double charred blackened oak barrels, it is the darker side of Captain Morgan and a tribute to Captain Henry Morgan with an inner label which reveals details of the Captain’s final escapade as the liquid leaves the bottle.  Captain Morgan Black Spiced was launched at a 30% price premium to the core brand.  The brand is enjoyed in a more masculine whiskey occasion and is already one of the top-5 2012 innovations the US.

Andy Fennell, Chief Marketing Officer at Diageo, says: “Captain Morgan plays a critical role for Diageo and our customers by recruiting beer drinkers into the spirits category – the Captain’s crew just keeps growing every year!”