Diageo has unveiled a pack redesign across its Captain Morgan rum brand.

Rolling out worldwide from March, the new look features a new gold brush stroke that indicates the quality of the liquid in the bottle, as well as a refreshed version of the brand’s Captain icon.

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It will be visible across the entire Captain Morgan range, with the aim of attracting new adult drinkers to the rum-based spirits category.

Samori Gambrah, global brand director at 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.”

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