Diageo introduces Captain Morgan's Parrot Bay Passion Fruit
The first-ever passion fruit flavored rum.
01/03/05 Diageo, the world's leading premium drinks company, has announced the introduction of Captain Morgan's Parrot Bay Passion Fruit, the first-ever passion fruit flavored rum. The addition of Passion Fruit to Captain Morgan's Parrot Bay flavored rum line-up, which also features Captain Morgan's Parrot Bay Coconut, Mango and Pineapple, offers consumers a more diverse portfolio of tropical flavored rums than any other leading rum brand on the market.
Recently ranked as the number three selling distilled spirit in the U.S., by leading industry analyst Impact Databank, Captain Morgan has enjoyed double digit growth since its introduction in 1986. The brand also has the prestigious distinction of being awarded Impact's Hot Brand Award for fourteen of the past fifteen years. Captain Morgan's Parrot Bay Passion Fruit seeks to contribute to this growth as it satisfies consumers' desire for increased variation in their drink choices.
Captain Morgan's Parrot Bay Passion Fruit will be available in May 2005 wherever the Captain Morgan portfolio is available in both on- and off-premise retail outlets. The standard 750ml size will retail for approximately $13.99 MSRP. Drink recommendations include mixing the new flavor with traditional fruit juices or lemon-lime soda. The launch of this line extension will be supported with a media campaign (TV, out-of-home, print), on- and off-premise programming, public relations and experiential sampling events. Packaging for the exotic flavor will remain consistent with the existing iconic Captain Morgan's Parrot Bay bottle, which expresses vibrancy, colorfulness, and distinctiveness while also delivering a touch of the tropics.
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. These brands include: Johnnie Walker, Guinness, Smirnoff, J&B, Jose Cuervo, Tanqueray, Captain Morgan, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world.
