Captain Morgan unveils new bottle design

Mar 31, 2023

A revamped packaging design for Captain Morgan will launch globally in March.

The Diageo-owned brand has been given a design makeover, inspired by last year's ‘Spice On’ campaign.

Launching across the entire brand portfolio, the new bottle incorporates a ‘bold’ colour palette and now features a gold brush stroke to reflect the spice and smoothness of the drink.

Furthermore, the ‘Captain’ logo has been updated in an attempt to ‘maintain recognisability’ and highlight the brand's flavour.

Samori Gambrah, global brand director of Captain Morgan, said: "This new pack design heroes the delicious spice of our liquid and character as a brand. It will allow us the flexibility we need to show up in a dynamic way in our sponsorships, live events, collaborations and packaging around the world.

"This launch comes at an exciting time of transformation for Captain Morgan, as we evolve how we communicate with our consumers."

Captain Morgan is owned by Diageo. The brand's portfolio includes Original Spiced Gold, a spirit drink based on a blend of Caribbean rums, spice and ‘natural’ flavours.

Diageo appointed creative agency Bulletproof to design the new look.

Jo Smith, global design lead for Captain Morgan, said: "We wanted to create a fresher, more dynamic design that puts taste and flavour at the forefront.

"On our journey towards Captain Morgan's new global brand world, we enlisted the help of creative agency Bulletproof, who captured the essence of the brand with the final pack we see today."

Diageo released its half-year results in January 2023, reporting an 18.4% net sales increase for the six-month period.