At 70 proof, the 750 ml bottle retails for $19.99.Īdmiral Nelson Rum has only been part of the Heaven Hill Distilleries’ family since 2011, but that’s all the more reason its packaging received a makeover last year. That commemoration even appears in the product’s packaging: a jug designed in 17th century styling. “Captain Morgan 1671 Spiced Rum is our way of paying homage to our brand’s namesake and the date he lost his treasured flagship,” Herbst says. Released in May, Captain Morgan 1671 is a limited-edition commemorative blended spiced rum, whose name is intended to honor the historic Panamanian battle where Captain Henry Morgan raided Fort Lorenzo and ultimately captured it. “In the last three years alone, there have been nearly 60 new entrants in the Spiced Rum category - a competitive trend we don’t foresee changing anytime in the near future.”ĭiageo’s answer: honoring Captain Morgan with the brand’s latest expression. “The rum category continues to offer a high-quality spirit–now including new innovations and flavor extensions,” Herbst says. It’s far from reaching a saturation level with consumers. “Rum has a lot of room to grow,” Hayes says. With the category growing as a whole, it’s still far from reaching an end point. ![]() ![]() ![]() “Smaller players, like us, will likely continue to see significant growth as we bring new excitement and high-quality offerings to the category,” says Brendan Lynch, senior director of Rum & Cordials, for Beam Suntory. That growth stems from the smaller labels, too. But the focus isn’t solely on the category’s biggest brands.
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