Limited-edition Captain Morgan bottle celebrates Leicester victory

captain morgan leicester

Diageo has created a limited-edition bottle of Captain Morgan rum in honour of Leicester City and its captain, Jamaican footballer Wes Morgan.

To mark the club winning the Barclays Premier League, it has designed a new label for Captain Morgan Original Spiced Gold replacing the famous pirate with an image of Wes dressed as Captain Morgan in royal blue and white robes to match Leicester City’s home kit.

As well as the footballer’s signature, it features an updated medallion with “2016” inscribed to mark Wes Morgan’s victory as team captain.

Diageo created the special bottle for the Caribbean rum with creative agency RPM after a Twitter exchange between the Captain Morgan brand and the player after Leicester City’s match against Manchester United at Old Trafford on Sunday.

Captain Morgan: Well played, @Wes5L1nk. Today, there is #OnlyOneCaptainMorgan.

Wes Morgan: Awesome! I’m assuming my bottle is in the post? @CaptainMorganEU

Captain Morgan: Let me see what my crew can do… @Wes5L1nk #OnlyOneCaptainMorgan

Wes Morgan: Cheers @CaptainMorganEU this is epic #OnlyOneCaptainMorgan

Captain Morgan: Yeah, it’s almost like it was meant to be…like the whole thing was planned 😉 #spons #ad #FullyDeserved @Wes5L1nk

Fans of the Premiership football player voiced their praise of Wes Morgan on social media using the hashtag #OnlyOneCaptainMorgan, which also features on the limited-edition bottle.

Rhys Love, senior brand manager for Captain Morgan, said: “Captains lead by example and we are thrilled to have one of the greatest captains of recent times, Wes Morgan, who coincidentally shares our name, become the centre of a historic sporting moment.

“We have created a one-off commemorative Captain Wes Morgan bottle to celebrate his incredible title win triumph as the club’s skipper. We salute Leicester City and their own Captain Morgan.”

Only a very limited number of bottles are available to buy on request directly to Diageo GB.

Diageo is about to launch a new £4.6m marketing campaign for Captain Morgan, which is the UK’s fastest growing rum brand, according to figures from ScanTrack and CGA Strategy.

With the tagline “Live Like The Captain”, the campaign will feature TV, out-of-home, video on demand, YouTube, social media and digital partnerships. The new creative positions the face of Captain Morgan at the centre of the campaign, giving consumers an instantly recognisable link to the brand.

Claire McQuattie, head of Captain Morgan marketing for Western Europe, said: “Captain Morgan is on a journey of consumer awareness in the UK. We hope our campaign will drive excitement and mass awareness for our portfolio in an engaging way that consumers can relate to.

“Rum is one of the fastest-growing categories within spirits. This trend presents a great opportunity and with Captain Morgan White we hope to replicate the fantastic growth we’ve seen with Captain Morgan Original Spiced Gold. Our communications will look to target the rum consumer in a variety of ways over the coming weeks.”

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