Captain Morgan Spices Up Mealtime

Global Icons, a licensing and brand-merchandising agency, has teamed up with Diageo North America to produce a line of sauces, glazes and marinades under the Captain Morgan Original Spiced Rum brand name.

Diageo’s decision to expand its Captain Morgan product line follows in the footsteps of a several other liquor brands, such as Evan Williams and Jack Daniels. According to Michael Stone, president and CEO of The Beanstalk Group, a brand licensing agency and consultancy, the new products should see success; so long Captain Morgan lends its already established “irreverent image.”

"Given that so many grill as they drink alcohol, it seems a natural extension and a unique food-and-drink pairing," Stone said. "The key is to leverage the flavor and personality of the brand to engage new consumer segments, create increased consumer touch points and additional occasions to experience the brand."

Bill McClinton, svp of licensing at Global Icons, in a statement, “Captain Morgan is recognized and enjoyed around the globe as the flavored rum of choice. It is a great opportunity to bring the distinct taste and social connectivity of the brand into products that consumers can use in the kitchen or at the BBQ. By adding the delicious flavor of Captain Morgan Original Spiced Rum, everyday cooks can spice up any meal.”