Captain Morgan, a brand of London-based Diageo plc, unveiled Captain Morgan Spiced Gold 0.0%, an alcohol-free alternative to the iconic Original Spiced Gold, offering a deliciously spiced flavor profile. Following the successful launch of Guinness 0.0%, Tanqueray 0.0% and Gordons 0.0% during the past few years, Captain Morgan Spiced Gold 0.0% brings further choice to the market as the latest brand, and first dark spirit, to join Diageo’s alcohol-free portfolio.
Citing data from Kantar Alcovision, MAT from May 23, 49.6 percent of those between legal drinking age and 24 in Great Britain are looking to moderate their alcohol consumption. The launch of Captain Morgan Spiced Gold 0.0% provides Diageo with an alcohol-free spirit able to tap into lighter, upbeat, drinking occasions favored by this demographic.
Captain Morgan Original Spiced Gold 0.0% gives those looking to moderate a deliciously spiced flavor profile, tapping into the increasing popularity of rum, with Captain Morgan seeing global organic net sales growth of 2% in Diageo’s F23 Preliminary Results.
“With the resurgence of rum as a drink of choice and the global alcohol-free spirit market set to increase, 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,” said Samori Gambrah, global brand director at Captain Morgan, in a statement, citing IWSR’s analysis “No- and low- alcohol category value surpasses $11 billion in 2022.”
Carefully developed over the past two years by Diageo's innovation team, Captain Morgan Spiced Gold 0.0% has been created with intricate layers of flavor, starting with rich notes of caramel, molasses, vanilla and warm brown spices, the company says.
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 flavor of Captain Morgan Original Spiced Gold, but without the alcohol. Captain Morgan 0.0% has been created by layering flavors that deliver the complexity and depth that consumers know and love.”
Initially launching in Great Britain in September, followed by Estonia, Lithuania and Latvia later this year before further roll out across Europe in 2024, Captain Morgan Spiced Gold 0.0% Alcohol Free Spirit will have a recommended retail price of £15 in Great Britain.