Diageo is preparing the European release of an alcohol-free extension from rum flagship Captain Morgan.
Debuting in the UK next month, Captain Morgan Spiced Gold 0.0% represents the “first dark spirit” in the group’s portfolio to boast a zero-ABV variant. It joins Gordons and Tanqueray’s 0.0% expressions as well as the alcohol-free Guinness, which celebrates its third anniversary in October.
Following the roll-out to the UK, where the ‘spirit drink’ will carry an SRP in the country’s off-premise of GBP15 [US$18.90] per 70cl bottle, Captain Morgan Spiced Gold 0.0% will head to the Baltic states – Estonia, Latvia and Lithuania – later this year ahead of a Europe-wide release in 2024.
Diageo’s UK unit cited figures from Kantar Alcovision [moving annual total to 23 May] of 49.6% of consumers between 18 – legal drinking age – and 24 in the country are “looking to moderate their alcohol consumption”.
Just over a year ago, Diageo partnered with Vita Coco in the US for a co-branded Captain Morgan and coconut water RTD line.
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