Diageo has launched its first white rum under the Captain Morgan label, an 80-proof clear rum distilled five times. Captain Morgan White Rum has a slightly sweet and creamy taste with hints of fruit and green apple, and a crisp yet smooth finish, the company says. The new expression’s launch is being supported with a wide-ranging marketing mix, including television, print and online advertising as well as pr programs, digital extensions and in-store p-o-s materials. It is available nationally for a suggested retail price of $15.99 for a 750 ml bottle.
