Cibi e Bevande
CAPTAIN MORGAN ENTERS THE ALCOHOL FREE MARKET WITH THE LAUNCH OF CAPTAIN MORGAN SPICED GOLD 0.0%
Following the successful launch of Guinness 0.0%, Tanqueray 0.0% and Gordons 0.0% over the past few years, Captain Morgan Spiced Gold 0.0% brings further choice to the market as the latest brand, and first dark spirit, to join Diageo's alcohol-free portfolio.
With 49.6 per cent of those between legal drinking age and 24 in GB looking to moderate their alcohol consumption , the launch of Captain Morgan Spiced Gold 0.0% provides Diageo with an alcohol-free spirit able to tap into lighter, upbeat, drinking occasions favoured by this demographic.
Captain Morgan Original Spiced Gold 0.0% gives those looking to moderate a deliciously spiced flavour profile, tapping into the increasing popularity of rum, with Captain Morgan seeing global organic net sales growth of 2% in Diageo's F23 Preliminary Results
Carefully developed over the past two years by Diageo's innovation team, Captain Morgan Spiced Gold 0.0% has been created with intricate layers of flavour, starting with rich notes of caramel, molasses, vanilla and warm brown spices.
Initially launching in Great Britain in September, followed by
Estonia , Lithuania and
Latvia later this year before further roll out across
Europe in 2024, Captain Morgan Spiced Gold 0.0% Alcohol Free Spirit will have an RRP of £15 in
Great Britain .
In Great Britain , the product will be available via thebar.com as well as Waitrose, Morrisons, Sainsbury's and Tesco with more stores to come. One 50ml Captain Morgan Spiced Gold 0.0% Alcohol Free Spirit serve contains 1 kcal without the mixer.
Kantar Alcovision, MAT 23.05.2023
Diageo F23 Results
IWSR No- and low- alcohol category value surpases
$11billion in 2022
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker , Crown Royal, J&B and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio , Tanqueray and Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
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