# Tropically Inspired Rum Spirits The Captain Morgan Tiki Rum Has Pineapple and Mango Flavors By Michael Hemsworth | Published 2020-03-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/captain-morgan-tiki References: [talkingretail](https://www.talkingretail.com/products-news/alcohol/captain-morgan-adds-tropical-flavour-portfolio-10-03-2020/) & [captainmorgan](https://www.captainmorgan.com) The Captain Morgan Tiki rum has been announced by parent company [Diageo](https://www.trendhunter.com/trends/captain-morgan-muck-pit-brew) 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](https://www.trendhunter.com/trends/malibu-and-dole) 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. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 22% | Activity: 51% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Tropically Inspired Rum Spirits:** Opportunity for beverage companies to create rum spirits with unique and exotic flavors. - **Lighter Alcohol Varieties:** Opportunity for alcohol brands to capitalize on the rising demand for lower ABV options. - **Consumer-driven Flavor Testing:** Opportunity for companies to conduct extensive consumer testing to ensure the success of new products. ### Sectors Adopting This - **Beverage:** Opportunity for beverage companies to create innovative and tropical-inspired rum spirits. - **Alcohol:** Opportunity for alcohol brands to develop and market lighter varieties of spirits. - **Market Research:** Opportunity for market research companies to offer consumer-driven flavor testing services for new products. ## Related on Trend Hunter - [Chili Lime Rums](https://www.trendhunter.com/trends/captain-morgan-sweet-chili-lime.md) - [Boldly Black Spiced Rums](https://www.trendhunter.com/trends/black-spiced-rums.md) - [Ready-to-Sip Rum Refreshments](https://www.trendhunter.com/trends/captain-morgan-muck-pit-brew.md) - [Cocktail-Inspired Malt Beverages](https://www.trendhunter.com/trends/captain-morgan-sliced.md) - [Canned Rum Daiquiri Cocktails](https://www.trendhunter.com/trends/captain-morgan-strawberry-daiquiri.md) - [Premium Coconut Cocktails](https://www.trendhunter.com/trends/coconut-cocktails.md) - [Fruity Rum Flavors](https://www.trendhunter.com/trends/mango-lime-rum.md) - [Spicy Shot Kits](https://www.trendhunter.com/trends/sweet-heat-shot.md) - [Collaboration Canned Rum Drinks](https://www.trendhunter.com/trends/captain-morgan-original-spiced-gold.md)