Diageo has grown its Captain Morgan range with the addition of Captain Morgan Spiced Gold 0.0%, an alcohol-free alternative to the iconic Original Spiced Gold.
Available from 1 September across all channels, this latest alcohol-free offering has been developed over the past two years by Diageo’s innovation team.
With this new launch, Diageo hopes to target the 50% of people aged 18-24 who are looking to moderate their alcohol consumption.
Samori Gambrah, global brand director at Captain Morgan said: “With a resurgence of rum as a drink of choice and 47% of UK adults switching between alcohol and low and alcohol-free drinks4, Captain Morgan 0.0% is perfectly placed to not only meet growing demand but also give those looking to moderate their consumption a new alternative.”
Amanda Brown, Liquid Scientist at Diageo, added: “It’s been an exciting journey working on Diageo’s first alcohol-free dark spirit. When creating Captain Morgan 0.0%, we went through more than 400 recipes before we were able to capture the iconic rum and spice flavour of Captain Morgan Original Spiced Gold, but without the alcohol. Captain Morgan 0.0% has been created by layering flavours that deliver the complexity and depth that consumers know and love.”