Captain Morgan Rum Company Unveils Darker Side and Invites Fans to Step into the Black with Launch of Captain Morgan Black Spiced Rum

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Apr 16, 2012, 11:04 ET

ST. CROIX, U.S. Virgin Islands, April 16, 2012 /PRNewswire/ -- Inspired by the bolder, more mysterious side of notorious and legendary privateer Henry Morgan, the Captain Morgan Rum Company today introduced Captain Morgan Black Spiced Rum, a premium and authentic addition to the brand's category-leading spiced rum portfolio.

(Photo: http://photos.prnewswire.com/prnh/20120416/NY87925 )

Captain Morgan Black Spiced Rum is the ideal spirit for adult consumers who choose adventure over convenience. Created with the whiskey occasion in mind, this bold new liquid is best suited for a more interesting night, where the evening drifts into mysterious corners just to see what awaits. Because it's the unexpected nights we remember most, Captain Morgan Rum Company invites consumers to Step into the Black.

Crafted from the finest Caribbean Blackstrap rum and select ingredients, including rich clove spice and premium cassia bark, the liquid is finished with double charred blackened oak for a premium, smooth taste. The bold liquid carries the exotic taste of cinnamon and clove, followed by hints of warm spice and vanilla for a smooth finish. Captain Morgan Black Spiced Rum is best enjoyed on the rocks, but is also delicious as the key ingredient in edgy, new twists on classic cocktails, such as Henry Morgan's Old Fashioned.

The look and feel of the bottle itself is vastly different from the brand's best-selling Captain Morgan Original Spiced Rum. Intricate details like a wrap-around label created from vintage parchment paper that is adorned with hand-drawn ingredients, as well as copper foil accents and a cork stopper give Captain Morgan Black Spiced Rum an air of masculinity and sophistication. As the liquid leaves the bottle, images of Captain Henry Morgan's casket and skeleton are revealed inside the bottle on the backside of the label.

The unique packaging offers a glimpse into the mysterious story behind Morgan's death and burial in 1688 in Port Royal Harbour, Jamaica. Shortly after he was laid to rest, an earthquake rocked the shores of Jamaica, washing his casket out to sea, never to be seen again. Legend has it that his restless spirit lives on, sailing the Caribbean seas in search of his mortal remains—a legend that is embodied today in the new Captain Morgan Black Spiced Rum.

"Captain Henry Morgan's rich legacy and history are something we've always sought to bring to life through our offerings, but this is the first time we're taking our inspiration from his mysterious side," said Tom Herbst, Director of Marketing, Rums at Diageo. "Captain Morgan Black Spiced Rum is a mature and carefully crafted spirit that is meant to be savored like a fine whiskey or enjoyed in a classic cocktail. We believe this bold, interesting and unexpected new offering has the potential to make Captain Morgan the preferred spirit among a segment of consumers we don't currently reach with our existing portfolio."

Captain Morgan Black Spiced Rum is available nationwide for a suggested retail price of $21.99 for a 750 ml bottle.

Further bringing to life the intriguing and inspired world of Captain Morgan Black Spiced Rum, the brand has partnered with FADER, the definitive voice of emerging music and the lifestyle that surrounds it, to encourage consumers to Step into the Black with exclusive parties across the country, featuring performances from notable up-and-coming music artists.

Additionally, a full marketing mix, including television, print and online advertising, as well as public relations, point of sale materials and a strong digital strategy will be implemented to launch Captain Morgan Black Spiced Rum.

The new Captain Morgan Black Spiced Rum commercials build upon the highly successful "To Life, Love and Loot" campaign, originally directed by Academy Award Winning Director Tom Hooper. The brand has partnered with critically-acclaimed writer and director Todd Field to produce three new spots to support the launch.

As consumers across the country discover this new and unforgettable liquid, Captain Morgan reminds you to raise your glass, always in moderation.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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