“Captain Morgan has demonstrated impressive recent growth, beating our key spirit competitor in each of our top 10 markets last year,’’ said Russell Jones, Global Brand Director, Captain Morgan. “To help us achieve the next phase of global development, we have taken our packaging and visual assets to a whole new level.”

The new pack design emphasises the brand’s fascinating heritage, while giving prominent attention to the larger than life and ever-popular personality of the Captain himself.

The Captain now looks more rugged and authentic, according to Jones. “Before implementing any changes, we talked with our consumers around the world. They told us consistently how much they appreciated the quality and authenticity communicated by the new pack.”

Elements including gold coins; crossed swords; Henry Morgan’s signature; and a hand-painted illustration of a period ship now surround the Captain icon on the brand’s label across all Captain Morgan variants.

The Captain himself is pleased with the effort. “Everyone tells me that now I look handsomer than ever,” he said. “Who wouldn’t want that?”

The new design also includes helpful information on the back label, including the number of servings per bottle and the recipe for the brand’s signature Captain and Cola cocktail. “The recipe is the number one search on our captainmorgan.com website, so we know that our consumers want to be sure that they have the perfect proportions,” explained Jones. “By adding this information to the back label, we are making it as easy as possible to serve and enjoy Captain Morgan with friends.”

Vonne Lombard, Brand Manager of Captain Morgan Spiced South Africa, comments: “As part of its ‘makeover,’ the brand has revamped its point of sale presence to be more visually compelling and representative of the brand. With new emphatic typography; strong visual imagery; and more vibrant colors, the new look dramatises the legendary Captain and Cola mix, while remaining true to the Captain’s loveable rogue personality.”

“The new pack and iconography begin rolling out in South Africa in September and will be seen across all brand communications, including on and off trade visibility; advertising; digital; and more. Within 18 months, the new look will be adopted in more than 50 countries where Captain Morgan products are sold,” concluded Lombard.

The Captain summed up the project: “All aboard! With this new look we’re ready to explore brave new worlds and recruit new crew members along the way!”