The new design, which also includes the pre-mix with cola in the off-trade, aims to increase focus on the legendary character of Sir Henry Morgan, the 17th-century Welsh pirate.
Diageo GB is introducing the new packaging in November to bring it in line with the livery in other markets around the world, which has helped to increase visual impact and sales.
Consumer research proves that it will have better stand-out due to the focus on the iconic Captain image as well as bringing increased synergy with the rest of the Captain Morgan product portfolio.
It will be supported with the new “Live Like The Captain” marketing campaign that showcases the epic journeys, legendary adventures and charisma of Sir Henry Morgan.
The new marketing drive includes a year-long TV ad campaign, social media activity and point-of-sale materials for all channels including the on-trade.
Sam Newby, marketing manager for Captain Morgan at Diageo, says: “It’s an exciting time for Captain Morgan Original Spiced Gold as we begin to tell our epic tale and bring the legend to life with an impactful new livery and creative ad campaign.
“The distinctive bottle will still contain the same legendary liquid ‘spiced gold’ but reinforce brand identity with a fresh new look designed to capture the imagination of consumers.”
Captain Morgan Original Spiced Gold is showing value sales growth rate of 24% and a volume sales growth rate of 37% in the UK despite the total spirit category being in decline.