Captain Morgan drives rum sales with tankard


captain morgan tankardA new tankard is being introduced for Captain Morgan rum to bars and pubs in the UK to help drive sales of golden and spiced rum drinks.

The glass tankard, branded with Captain Morgan Original Spice Gold, is being made available to licensees along with the recommended serve of Original Spiced Gold rum over ice with cola and a slice of lime.

Sarah Browne, who looks after on-trade category marketing for Captain Morgan at Diageo GB, said: “Legendary nights call for a legendary serve, which is why the new Captain Morgan tankard is a must-have for publicans in order to increase their sales and drive excitement in-outlet.

“Consumers are looking for something different on a night out and the tankard gives them the opportunity to try something new.

“By using the branded glassware and the available POS, publicans could maximise their sales and capitalise on the opportunity the growing golden/spiced rum category offers to them, as well as encouraging new adult drinkers to the category through exciting POS material.”

Total rum sales are worth £480million in Great Britain, with the golden/spiced rum category driving this growth at 14%, according to on-trade data from research group AC Nielsen.

Captain Morgan is now the 10th biggest spirit brand in the British on-trade and is one of only two brands in double-digit growth in the top 10, according to on-trade specialist CGA.


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