• Category – Spirits, rum, flavoured, 30% abv
  • Available – From this month
  • Location – The US and Canada, available on a limited basis in the off-premise channel
  • Price – SRP of US$15.99 per 75cl bottle

Diageo has readied the limited release of a flavoured version of spiced rum brand Captain Morgan in North America.

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Using the brand’s spiced rum base, Captain Morgan Cherry Vanilla will be available “for a limited time” in the US and Canada. Backing the launch is a marketing activation featuring reality TV celebrity Joe Amabile, also known as Grocery Store Joe.

Consumers in both markets are being encouraged to share their cocktail creations using the new flavour on Social Media using the hashtag #MyCherryVanillaCreation.

“Captain Morgan has a history of experimenting with new flavours,” said brand VP Sam Salameh. “For Cherry Vanilla, we used inspiration from the past to create something new. We wanted to give people the comfort of a flavour they love, our spiced rum, with a twist that would inspire experimentation whether an ice cream float or their own personal creation.”

Last year, Diageo launched Captain’s Cocktails, a premix line from Captain Morgan comprising Mai Tai, Tropical Punch and Long Island Ice Tea.

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