Captain Morgan enters alcohol free market

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Captain Morgan has introduced Captain Morgan Spiced Gold 0.0%, a non-alcoholic version of its Original Spiced Gold which will be available across off and on-trade channels from tomorrow (1 September).

With nearly half of 18 to 24 years olds exploring ways to reduce their alcohol intake, the company it targeting the expanding non-alcoholic beverage sector with the introduction of Captain Morgan Spiced Gold 0.0%.

The product, which took two years of development by Diageo’s innovation team, will, say Diageo, cater to those aiming to reduce alcohol while capitalising on rum’s growing popularity and Captain Morgan Spiced Gold 0.0% can replace Captain Morgan Original Spiced Gold in any cocktail or beverage.

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 drinks, 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.”