Captain Morgan announces 10 million cases sold globally

Posted: 10 December 2012 | Diageo | No comments yet

Captain Morgan ® announces it has reached a landmark 10 million cases sold…


Captain Morgan ®, the world’s number two brand[1] in the rum category, today announces it has reached a landmark 10 million cases sold[2] – up by over half a million cases from the prior 12-month period – becoming only the 6th premium spirit to sell 10 million cases globally.

The brand first came to real prominence in the United States in the 80’s and has continued to enjoy phenomenal double digit growth over the past 15 years. Captain Morgan is currently the number three spirit in the U.S, the world’s largest spirit market and the number one spirit in the rum category in Canada.

Key markets for the rum brand include the US, Canada and Western Europe which accounted for around 9 million of the 10 million cases sold. The emerging markets of Russia, Eastern Europe, and Latin America, have proven to be some of the most exciting growth hotspots, with sales over the last eight years growing consistently and market share growing at pace both of which lay the foundations for an explosive future.

Within Western Europe, Germany powers ahead, growing from 8k cases to 400k in 7 years and GB looks next up in the Captain’s telescope. Within emerging markets, Mexico which only launched 4 years ago powers ahead in Bacardi’s heartland and now delivers 170k cases for the business as of the end of the 2012 fiscal year.

With a presence that now extends to six continents, Captain Morgan remains committed to ‘conquering new territories’ and strengthening its position in the spirits market on a global scale.

Central to Captain Morgan’s success is the strong personality and irreverent communication platforms the brand has come to be known for, which are aimed at males who are legal purchasing age (LPA)-24 and make up an incredibly loyal fan base.

The ‘Got A Little Captain In You?’ creative idea asks consumers whether they embody the spirit of the Captain through a range of humourous TV spots. This is supported by strong PR, on-trade and digital activations with the ‘live’ Captain at the heart of the activity and off trade promotions showcasing the legendary mix that is Captain & Cola.

‘To Life, Love and Loot’, a new communications platform launched in 2011 in the United States only, was originally directed by Academy Award-winning Director Tom Hooper (The King’s Speech) and brings to life the brand’s icon – Captain Henry Morgan – across a multitude of TV, on-trade, PR and digital/mobile activations and has been a key element in driving the brand’s legendary status amongst consumers across the country. Consumer reaction to the campaign was nothing short of phenomenal, driving the 9% organic net sales growth that Captain Morgan delivered in Fiscal 2012.

Captain Henry Morgan was a real man, who in 1654 left his native Wales for the West Indies and never looked back. A born leader, he quickly made Captain and became famous as a legal pirate or buccaneer, defending British interests and generally rocking the Caribbean.

His awesome exploits on the high seas earned him a knighthood and by 1680 Sir Henry Morgan was a plantation owner and Governor of Jamaica, wheer he lived out his final days until his death in 1688. Centuries later, he became the figurehead for a company that became as famous as the man himself… The Captain Morgan Rum Company.

Captain Morgan Original Spiced remains the key variant at the heart of the brand and is supported by the other variants, Jamaican Rum tapping into the heritage of Captain Henry Morgan and the innovation Black Spiced which hit the United States this year. Made with black strap rum and reserved in double charred blackened oak barrels, it is the darker side of Captain Morgan and a tribute to Captain Henry Morgan with an inner label which reveals details of the Captain’s final escapade as the liquid leaves the bottle. Captain Morgan Black Spiced was launched at a 30% price premium to the core brand. The brand is enjoyed in a more masculine whiskey occasion and is already one of the top-5 2012 innovations the United States.

Andy Fennell, Chief Marketing Officer, Diageo Plc said:

“Captain Morgan plays a critical role for Diageo and our customers by recruiting beer drinkers into the spirits category – the Captain’s crew just keeps growing every year!”

Russell Jones, Global Brand Director, Diageo Plc says the brand only has one direction to go and that’s up.

“We’re incredibly excited to reach this milestone of 10 million cases and want to thank all of our fans who have enjoyed their own legendary adventures with us along the way. The next 12 months will be an exciting year for the brand as we dive further into the real history behind the legendary Captain Henry Morgan through a series of campaigns bringing to life his escapades

Drink Responsibly – Captain’s Orders!


[1] Ranking based on Impact Databank figures 2012

[2] 12 month rolling shipments ended 30 November 2012 (reported, exc. RTDs)

Related organisations

Related people