Captain Morgan Launches Alcohol-Free Beverage

The drink will be rolled out in Great Britain from September, followed by Estonia, Lithuania and Latvia later this year before further roll out across Europe in 2024.

Captain Morgan Spiced Gold 0.0% alcohol-free spirit will be priced at £15 in Great Britain and will be available via thebar.com as well as Waitrose, Morrisons, Sainsbury’s and Tesco with more stores to be added in due course.

The new beverage joins Diageo’s existing portfolio of alcohol-free drinks, comprising Guinness 0.0%, Tanqueray 0.0% and Gordons 0.0%, and is the first among its dark spirits range.

Around half of the people (49.6%) in GB between the legal drinking age and 24 are seeking to moderate their alcohol consumption, according to Kantar Alcovision data.

Captain Morgan Spiced Gold 0.0% features a spiced flavour profile and seeks to tap into ‘lighter, upbeat’, drinking occasions.

Developed by Diageo’s innovation team over the past two years, the drink is characterised by notes of caramel, molasses, vanilla and warm brown spices.

ESM