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Diageo launches Captain Morgan rum in India

After the launch of Smirnoff Black No 55 vodka in January, Diageo India, in its bid to have an offering in every segment, enters into the Indian rum market, with the popular global brand Captain Morgan, positioned at the premium end of the market, at around Rs 550 for a 750 ml bottle.

Mar 31, 2007, 12.11 AM IST
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MUMBAI: After the launch of Smirnoff Black No 55 vodka in January, Diageo India, in its bid to have an offering in every segment, enters into the Indian rum market, with the popular global brand Captain Morgan, positioned at the premium end of the market, at around Rs 550 for a 750 ml bottle.

India is one of the largest rum markets in the world, but it is dominated by the Old Monk brand, which has loyal drinkers across the consumer spectrum, from economy to premium. Diageo aims at building a niche for premium dark rum in India, something that even Bacardi (which has been successful with its white rum) has not been able to do.

The brand will be rolled out across the country, beginning with Mumbai, Goa in the beginning of April, followed by Pune, Delhi, Bangalore and Kolkatta. With its irreverent attitude, the brand heritage is based around piracy — it’s named after Captain Henry Morgan, a 17th century pirate.

Joey Bergstien, senior VP, Diageo Rums said, “With Captain Morgan, we are creating a premium category for rum in India. The brand is all about having a good time, relaxing and enjoying its mischievous nature.”

The persona of Captain Morgan is used in its on-premise promotions, with specially trained actors bringing the buccaneer to life. The global agency on the brand is Grey Worldwide, and it will handle all marketing communication, which kicked off with outdoor advertising, with print and TV in the offering.

Joey Bergstien, Senior VP, Diageo Rums said, “With Captain Morgan, we are creating a premium category for rum in India. The brand is all about having a good time, relaxing and enjoying its mischievous nature.”

Captain Morgan was first launched in 1944, and was introduced in the US market in 1983. Diageo bought over the brand in December 2001, and it is now the number three spirit brand by volume in the US and number seven worldwide. Diageo’s rum profile also includes Venezuelean rums Pampero and Cacique.
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