Talking Retail Grocery and product news for independent retailers
Captain Morgan Sliced Apple is rolling out into selected convenience stores this month, with a wider roll-out across the trade in spring 2022.
The 200ml bottle is priced at £16.50 and is supported by more than £1m of marketing investment in its first year.
The introduction of Captain Morgan Sliced Apple follows the launch of Captain Morgan Tiki in March 2020 and joins existing Captain Morgan Original Spiced Gold, Captain Morgan White Rum and Captain Morgan Dark Rum, and ready-to-drink Captain Morgan Original Spiced Gold & Cola variants.
The brand said 87% of spirits growth over the last 10 years comes from flavoured variants, as well as Captain Morgan being the “number one driver of growth in rum-based flavour innovations”.
Samantha Newby, category director of Captain Morgan GB, said: “We know that consumers are still keen to explore new flavours within spirits.
“The launch of Captain Morgan Sliced Apple provides an opportunity to truly disrupt the category with great tasting spirit option whilst widening the reach of Captain Morgan to a broader group of people, moments and occasions.”
