# Sweet Watermelon-Flavored Rums Captain Morgan's New Watermelon Smash Combines Rum with Juicy Fruit By Katherine Pendrill | Published 2018-03-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/new-watermelon-smash References: [delish](https://www.delish.com/food-news/a19539594/captain-morgan-watermelon-jolly-ranchers/) & [thespiritsbusiness](https://www.thespiritsbusiness.com/2018/03/captain-morgan-targets-shot-market-with-watermelon-smash/) While rum is already a great option for summer drinks, Captain [Morgan's](https://www.trendhunter.com/trends/captain-morgan-original-spiced-gold) is giving fans even more ways to indulge with its new Watermelon Smash. Just as the name suggests, Captain Morgan's new Watermelon Smash is a delicious mashup of the brand's [signature Caribbean rum](https://www.trendhunter.com/trends/mango-lime-rum) and the [sweet, juicy taste](https://www.trendhunter.com/trends/absolut-sprite) of everyone's favorite summer fruit. On it's own, the rum is described as having the same sweet flavor as a watermelon-flavored Jolly Rancher candy, making it a perfect option for those who enjoy their shots or cocktails on the sweeter side. As if the flavor weren't enough to entice consumers, Watermelon Smash also comes in a fun, watermelon-shaped bottle paired with scratch 'n' sniff paper that give off the distinct smell of freshly cut watermelon. Image Credit: *Captain Morgan.* ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 33% | Activity: 16% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Watermelon-flavored Alcoholic Drinks:** The trend of watermelon-flavored alcoholic drinks has gained popularity, presenting opportunities for innovative alcohol brands to create new refreshing flavors. - **Novel Drink Packaging:** Innovative drink packaging, such as unique shapes and added features like scratch 'n' sniff paper, can enhance customer experience and drive sales. - **Sweet Cocktail and Shot Options:** Consumers, particularly those with a sweet tooth, may be drawn to sweeter cocktail and shot options, presenting opportunities for bars and restaurants to experiment with flavors. ### Sectors Adopting This - **Alcoholic Beverage Industry:** The alcoholic beverage industry can leverage the popularity of watermelon-flavored drinks by developing new products that cater to consumers' taste for fruity and refreshing flavors. - **Packaging Industry:** The packaging industry has an opportunity to innovate by creating unique and fun drink packaging that enhances the customer experience and differentiates brands from competitors. - **Bar and Restaurant Industry:** Bars and restaurants can attract customers who enjoy sweet cocktail and shot options by experimenting with new and interesting flavor combinations, driving sales and customer loyalty. ## Related on Trend Hunter - [Chili Lime Rums](https://www.trendhunter.com/trends/captain-morgan-sweet-chili-lime.md) - [Cocktail-Inspired Malt Beverages](https://www.trendhunter.com/trends/captain-morgan-sliced.md) - [Boldly Black Spiced Rums](https://www.trendhunter.com/trends/black-spiced-rums.md) - [Nostalgic Cherry Spiced Rums](https://www.trendhunter.com/trends/captain-morgan-cherry-vanilla.md) - [Canned Rum Daiquiri Cocktails](https://www.trendhunter.com/trends/captain-morgan-strawberry-daiquiri.md) - [Fruit-Forward Canned Cocktails](https://www.trendhunter.com/trends/smirnoff-smash-vodka-soda.md) - [Watermelon-Infused Canned Cocktails](https://www.trendhunter.com/trends/watermelon-crush.md) - [Ready-to-Sip Rum Refreshments](https://www.trendhunter.com/trends/captain-morgan-muck-pit-brew.md) - [Fruity Rum Flavors](https://www.trendhunter.com/trends/mango-lime-rum.md)