The new look puts more focus on the brand’s personality Sir Henry Morgan and will be backed by a £9 million marketing campaign including TV advertising.
It will bring the UK design into line with Captain Morgan’s look internationally.
Marketing manager Sam Newby said: “It’s an exciting time for Captain Morgan Original Spiced Gold as we begin to tell our epic tale and bring the legend to life with an impactful new livery and creative ad campaign. The distinctive bottle will still contain the same legendary liquid ‘spiced gold’ but reinforce brand identity with a fresh new look designed to capture the imagination of consumers.”
The new campaign is to run for a year including social media and POS activity as well as TV ads. Its strapline is “live like the Captain” and shows Morgan’s journeys and adventures.