Diageo launches gingerbread-flavoured Captain Morgan

Oct 15, 2019by Owen Bellwood

Diageo-owned spiced rum brand Captain Morgan is preparing for the festive season with the release of a new gingerbread-flavoured variant.

The limited edition Captain Morgan Gingerbread Spiced is available exclusively in the UK through supermarket chain Asda and selected Green King pubs. Gingerbread Spiced is said to boast “warming hints of cinnamon, nutmeg, cloves and black pepper” and can be served cold or warm. Bottled at 30% ABV, Captain Morgan Gingerbread Spiced carries a recommended retail price of £12 (US$15) per 500ml bottle. In July 2019, Diageo's chief executive Ivan Menezes said he was hoping to improve sales of Captain Morgan by “innovating” its drinks profile following disappointing results for the brand during the firm’s 2019 fiscal year. In the group’s year ending 30 June 2019, the only category to decline was rum, which dropped 2% due to Captain Morgan’s decline in the US. Organic net sales of the rum brand fell by 2%.