Captain Morgan has set sail on a rum refresh

Diageo unveils what is calls a bold new look for the Captain Morgan rum brand

A man squeezing a lime into a drink containing Captain Morgan Spiced Rum which also features the brand's new design.
Diageo reckons it has a bold new look for the updated Captain Morgan range.

CAPTAIN Morgan has unveiled its new updated look, which is set to roll out across its entire portfolio.

Featuring what Diageo, the firm behind Captain Morgan, called a bold new colour palette and expressive gold brush stroke across the label, the spirits giant said the refresh highlights the quality of the rum inside the bottles.

Additionally, the rum brand reckons its new look will help bring a more premium element to the range, which will help put flavour and the spice of the liquid at the forefront of the design.

The new packs also feature the updated look for brand icon Captain Morgan.

Samori Gambrah, global brand director at Captain Morgan, said: “This new pack design heroes the delicious spice of our liquid and character as a brand.

“it will allow us the flexibility we need to show up in a dynamic way in our sponsorships, live events, collaborations and packaging around the world.

“This launch comes at an exciting time of transformation for Captain Morgan, as we evolve how we communicate with our consumers.”