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Captain Morgan launches small format

Capitalising on the success achieved this year, 'Morgan Spiced' is launching a 20cl format for the off-trade, in line with the growing trend for smaller formats

In response to growing consumer demand, Captain Morgan Original Spiced Gold has launched a new 20cl bottle. The new format, which has been available since 12 October, is designed to appeal to value conscious customers, and will be accompanied by vibrant counter-ready packaging to drive impulse purchases.

Speaking about the launch, Conor Neiland, commercial innovation manager Diageo, said: “Since Captain Morgan was launched in Ireland in June 2008 the brand has experienced phenomenal growth and it was only a matter of time before consumers were requesting new formats. Small sizes currently account for 27% of the overall spirits category, are much more convenient and represent great value for customers in the off-trade.”

Denis Smyth, commercial manager, O’Brien’s Group, also commented: “We’ve had great success with the Captain Morgan 70cl bottle since launch and are delighted to see the arrival of the 20cl variant which we believe will prove to be equally successful with our consumers.”

Captain Morgan is the fastest growing spirit in ROI since February 2009 (Nielsen Data 2009) and has grown by over 97% since June 2008 (Diageo Internal Sales June 2008–June 2009). It is currently the sixth largest spirit brand in the world and the third largest in the US (Impact Magazine February 2008).

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