The tiki concept of life has inspired the makers of Captain Morgan rum to produce a new spirit drink combining rum with flavours of pineapple and mango.
The new Captain Morgan Tiki, at 25% ABV, is available now in 70cl bottles – strikingly embossed with tiki designs – in the UK in both the on-trade and the off-trade. It was designed in line with feedback from consumer testing and is supported by a £1.5 million marketing investment.
The new variant is said to be inspired by the brand’s fictional Captain Morgan’s adventures through the South Pacific Islands, where tiki emerged from Polynesian culture.
The launch of Captain Morgan Tiki has also been designed to capitalise on the growing trend for lighter-coloured mixers, such as lemonade, which has seen a 27% increase in growth over the last two years, according to research by Kantar. Captain Morgan Tiki is therefore recommended for being best served with lemonade over ice.
Nick Payman, head of Captain Morgan Europe at Diageo, said: “We know our customers are looking to experiment and try different spirit taste combinations. Captain Morgan Tiki offers something completely new to consumers.”