Diageo steers Captain Morgan further into RTD with cocktail launch

By: Trademagazin Date: 2024. 02. 29. 09:18

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The spiced rum brand is launching its first malt-based beverage item as it seeks a greater presence in the growing canned spirits space.

Beverage giant Diageo is setting sail with Captain Morgan Sliced, a line of canned malt-based cocktails with 5.8% alcohol by volume. They arrive in four varieties: Pineapple Daiquiri, Strawberry Margarita, Passionfruit Hurricane and Mango Mai Tai. The new line marks the brand’s first foray in the malt alcohol space, according to the company.

Laura Merritt, Diageo’s chief marketing officer, said in a statement the company sought to shake up the canned beverages category with a unique offering.

With Captain Morgan Sliced, Diageo is giving consumers an offering that does not contain carbonation, a strategy rival Molson Coors is leaning heavily into.

Food Dive