Diageo-owned rum brand Captain Morgan has launched a new flavour-forward brand extension, Captain Morgan Muck Pit Brew. Rolling out in the UK and around the world in a can format, the drink aims to attract new consumers to the brand.
Drawing inspiration from the Caribbean rum-making process, which sees overripe fruit tossed into a ‘muck pit’ and fermented in the tropical heat to create a rum with a fruity flavour, Captain Morgan Muck Pit delivers Captain Morgan spice with a tropical twist.
The drink is brewed with mangoes and hops, resulting in a liquid that is said to evoke the body of a beer but with the finish of a spirit.
The brand noted that it looked at how consumers socialise and worked with focus groups to understand the opportunities for the development of a new type of drink. With 91% of respondents saying they’d drink Captain Morgan Muck Pit Brew in a casual setting like a pub or beer garden, the new rum-based innovation aims to provide a new alternative to beer.
Mark Sandys, Chief Innovation Officer at Diageo, said: “Captain Morgan Muck Pit is more than just a product innovation; it’s a new brand extension that champions flavour. We combined insights into the evolving ways that consumers socialise today with inspiration from traditional production methods to create the unique innovation that we call Captain Morgan Muck Pit Brew. We can’t wait for it to hit pubs and festivals this summer, and shelves in the near future.”
Captain Morgan Muck Pit’s creative platform, ‘Muck Up the Usual’, will run this summer via consumer activations and sampling at festivals across Britain, as well as through digital channels.
Patricia Borges, Global Gin & Rum Director at Diageo, added: “Rum is such a versatile liquid and we strongly believe in the opportunity to broaden the scope of how and where consumers drink it. The launch of Captain Morgan Muck Pit Brew presents a fantastic opportunity for the brand, and the wider rum category, to take cues from the beer occasion and begin to play in these settings. The introduction of the Captain Morgan Muck Pit brand extension broadens our liquid offering to meet evolving consumer trends.”
Captain Morgan Muck Pit Brew is 4% ABV and is available in select venues across Great Britain via an exclusive partnership with LWC Drinks. The 440ml cans and 330ml cans (multipack) will be available in the off-trade next year.
