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Captain Morgan, globally recognized in the spirits industry, introduces Captain Morgan Spiced Gold 0.0% - an alcohol-free variant of its iconic spiced rum, responding to rising moderation trends among young British adults.
Following the successful launches of other alcohol-free beverages such as Guinness 0.0%, Tanqueray 0.0%, and Gordons 0.0%, Captain Morgan Spiced Gold 0.0% brings further diversity to the market. It is the latest addition to Diageo's growing portfolio of alcohol-free options and notably becomes the first dark spirit in this collection.
With a significant number of individuals between legal drinking age and 24 in Great Britain looking to moderate their alcohol consumption, the introduction of Captain Morgan Spiced Gold 0.0% is a timely response to the shifting trend. This alcohol-free spirit is designed to cater to lighter, upbeat drinking occasions, frequently favored by this demographic.
Captain Morgan Spiced Gold 0.0% boasts a delectable flavor profile, incorporating rich notes of caramel, molasses, vanilla, and warm brown spices. Its development has been a meticulous process undertaken by Diageo's innovation team, with over 400 recipes assessed before achieving the perfect blend that captures the essence of Captain Morgan Original Spiced Gold but without the alcohol.
Scheduled for an initial launch in Great Britain this September, Captain Morgan Spiced Gold 0.0% will later be introduced in Estonia, Lithuania, and Latvia, with further expansion across Europe slated for 2024. Priced at £15 in the British market, this alcohol-free alternative will be available through various channels, including thebar.com and leading retailers such as Waitrose, Morrisons, Sainsbury's, and Tesco.
Captain Morgan, a brand known for its global recognition and organic net sales growth of 2% in Diageo's F23 Preliminary Results, is eager to meet the growing demand for rum and capitalize on the expanding alcohol-free spirit market.
Samori Gambrah, Global Brand Director at Captain Morgan, is optimistic that Captain Morgan Spiced Gold 0.0% will cater to consumers' evolving preferences and provide an appealing alternative for those looking for moderation.
Photo: Diageo Newsroom
