Captain Morgan Gingerbread rum targets experimental drinkers

17-Oct-2019 - Last updated on 29-Oct-2019 at 11:43 GMT

To the Captain: licensees now have a gingerbread rum option

Captain Morgan aims to entice consumers who look to mix up their alcoholic drink choices during winter by launching a limited-edition gingerbread flavour.

According to CGA’s analysis, 5.8m UK consumers wanted to try new or different drinks during the Christmas period in 2018.

And, with the festive period being a key time for the on-trade, Captain Morgan’s new launch offers outlets the opportunity to cater for this demand.

Rum the commander

Captain Morgan European head Amy Mooney said: “Rum is the commander of cocktails, thanks to its great flavour and versatile nature, so we wanted to be able to offer licensees a new spirit to really help drive sales this Christmas.”

CGA Mixed Drinks Q3 2018 report, hot cocktails are becoming increasingly popular and Captain Morgan is offering licensees the opportunity to jump on the trend by serving a hot Captain Morgan gingerbread and apple.

Mooney continued: “With consumers looking for something warming, and more adventurous over the Christmas period, our delicious hero serve with apple, enjoyed hot or cold, is sure to re-inspire and attract a new wave of Captain Morgan fans.”