The Captain Morgan Tiki rum has been announced by parent company Diageo as a tropically inspired take on the classic spirit that's arriving just in time for the arrival of warmer temperatures.
The libation comes in 700ml bottles and has a 25% ABV to make it a suitable option for incorporating into a variety of drink recipes to add a touch of tropical flavor in an easy way. The spirit features pineapple and mango flavors that were chosen after extensive testing with consumers to ensure the product would meet the preferences of a mainstream population.
The Captain Morgan Tiki rum will be supported by a £1.5 million marketing investment and aims to capitalize on the growing popularity of lighter alcohol varieties.
Tropically Inspired Rum Spirits
The Captain Morgan Tiki Rum Has Pineapple and Mango Flavors
Trend Themes
1. Tropically Inspired Rum Spirits - Opportunity for beverage companies to create rum spirits with unique and exotic flavors.
2. Lighter Alcohol Varieties - Opportunity for alcohol brands to capitalize on the rising demand for lower ABV options.
3. Consumer-driven Flavor Testing - Opportunity for companies to conduct extensive consumer testing to ensure the success of new products.
Industry Implications
1. Beverage - Opportunity for beverage companies to create innovative and tropical-inspired rum spirits.
2. Alcohol - Opportunity for alcohol brands to develop and market lighter varieties of spirits.
3. Market Research - Opportunity for market research companies to offer consumer-driven flavor testing services for new products.