Iconic Rum Company Stakes Claim as Captain of White Rum Category

Captain Morgan White Rum Gives Adults Five-Times Distilled, Smoother Experience

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Feb 05, 2014, 02:44 ET

ST. CROIX, U.S. Virgin Islands, Feb. 5, 2014 /PRNewswire/ -- Mojitos, daiquiris and pina coladas are about to be overtaken as there's a 'New Captain' taking over beaches and cocktails everywhere! Inspired by the real-life adventures and exploits of one of history's most renowned privateers, CAPTAIN MORGAN^® White Rum, the newest addition to the rum brand's portfolio, will take cues from its namesake with a nationwide release this month.

Inspired by the pristine waters of the Caribbean, CAPTAIN MORGAN(R) White Rum is five times distilled to ensure delicious taste, clean, slightly sweet and creamy with hints of lush fruit and green apple. It's remarkably crisp, carries a smooth finish and is great for adult fans to enjoy responsibly year round. (PRNewsFoto/Diageo) (PRNewsFoto/DIAGEO)

Inspired by the pristine waters of the Caribbean, CAPTAIN MORGAN^® White Rum is five times distilled to ensure delicious taste, clean, slightly sweet and creamy with hints of lush fruit and green apple. It's remarkably crisp, carries a smooth finish and is great for adult fans to enjoy responsibly year round.

"Captain Henry Morgan was a world-renowned privateer who paved the way for countless adventurers," said Tom Herbst, Vice President of Marketing, Rums for Diageo North America. "It's with that same spirit that we developed CAPTAIN MORGAN^® White Rum, the first-ever white rum from a brand that people know and love. It's a superior, quality rum that possesses a much smoother taste, and we aim to stake our claim in this category in an explosive way."

The launch of CAPTAIN MORGAN^® White Rum will be supported through a robust marketing mix, including television, print and online advertising as well as public relations, strong digital extensions and point of sale materials.

Set to renowned recording artist and songwriter M.I.A.'s Double Bubble Trouble, the brand's television creative features typical rum cocktails "exploding" as CAPTAIN MORGAN^® White Rum takes over. In addition, the first supporting print ad, which features American model Chrissy Teigen, will appear in Sports Illustrated's 50^th Anniversary Swimsuit Edition slated to hit U.S. shelves in February.

CAPTAIN MORGAN^® White Rum also brought a splash of the Caribbean to the Big Apple as football fans, notable celebrities and athletes were among the first to enjoy signature cocktails with the new rum during celebrations leading up to last Sunday's big game.

At 80 proof (40% ABV), CAPTAIN MORGAN^® White Rum will be available nationally beginning in early February for a suggested retail price of $15.99 for a 750mL bottle. The new offering is best enjoyed on the rocks, paired with cola or lemon-lime soda, or as the key ingredient in a number of Caribbean-inspired cocktail recipes.

The Captain Morgan Rum Co. reminds adults to stake their claim and raise a glass to sailing uncharted waters – 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, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray, Guinness, Beaulieu Vineyard and Sterling Vineyards Wines.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (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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