Diageo announces introduction of Captain Morgan Tattoo

09/05/05 Diageo, the world's leading premium drinks company, has announced the introduction of a bold, new line extension - - Captain Morgan Tattoo -- from the #3 spirits brand in the U.S. This newest addition to the Captain Morgan family is a daring, black-spiced rum with a mysterious 'sweet-to-heat' finish that tastes great straight. The introduction of Tattoo allows Captain Morgan to tap into the enormously successful high-energy occasion with a brand that target consumers already have a high affinity towards.

Captain Morgan Tattoo has a specially formulated 'sweet-to-heat' finish that has been created to deliver an unforgettable, distinctive and daring taste profile that consumers have come to expect from The Captain. This has been accomplished by blending the finest Puerto Rican black rum with a combination of premium and hot spices -- different from those used to make Captain Morgan's Original Spiced Rum. Each unique flavor and spice is individually combined with the rum, creating a bolder, spicier finish.

Captain Morgan Tattoo will be available exclusively in the United States beginning in May, 2005 wherever the Captain Morgan brand portfolio is available in both on -- and off -- premise retail outlets. At 35% Alc. by Vol. (70 proof), the standard bottle size will retail for approximately $15.99 MSRP and will be available in the following sizes: 50ml, 750ml, 1L and 1.75L. The unique, mysterious packaging features Captain Morgan in his iconic pose with foot atop barrel, along with irreverent tattoo markings in the backdrop and 'Captain Morgan Tattoo' emblazoned on the facing label.

The launch of Captain Morgan Tattoo will focus squarely on the brand's current strength in the on-premise retail channel, with the specific introduction of a dynamic and interactive program entitled 'Tattoo Parlor.' One part entertainment, one part sampling, 'Tattoo Parlor' was extensively tested in select markets, giving consumers an authentic, albeit temporary, tattoo experience in their favorite drinking establishments. Captain Morgan Tattoo will further be supported nationally with a media campaign entitled 'Tattoo Your Night' that will be found in-bar as well as in select print publications. Additionally, off-premise programming, public relations and experiential sampling events will be utilized to drive awareness and trial of the new line extension.

Recently ranked as the number three selling distilled spirit in the U.S., by Adams Handbook Advanced 2005, Captain Morgan has enjoyed double digit growth since its introduction in 1983. The iconic brand also has the prestigious distinction of being awarded Impact's Hot Brand Award for fourteen of the past fifteen years. The Captain Morgan portfolio of fine, premium flavored rums includes: Captain Morgan's Original Spiced Rum, Captain Morgan's Silver Spiced Rum, Captain Morgan's Private Stock and Captain Morgan's Parrot Bay Flavored Rums (including Coconut, Mango, Pineapple and Passion Fruit) as well as the recently launched Captain Morgan Tattoo.