The Captain Morgan label will replace ‘Morgan’ with seven different names, including: Drama, Banter, Comedy, Genius, Retro, Clueless and Karaoke, giving consumers the opportunity to celebrate the personalities of those in their friendship group. The label has also been updated this year to enhance the font. 

The launch will be supported by a campaign, spanning TV, video-on-demand, social media and partnerships with influencers.

Nik Keane, global brand director at Captain Morgan, said: “With the brand focusing on its consumers spending quality time with friends, the labels make an ideal present, tapping into the gifting market, which is now worth £3.2bn in the UK.”