Issue link: https://digital.copcomm.com/i/68310
Treasure COVER STORY CAPTAIN MORGAN BLACK SPICED RUM SAILS INTO UNCHARTED WATERS by Geoffrey Kleinman Captain Morgan Original Spiced Rum is the best-selling spiced rum on the market and one of the top-selling rums in the world (source: Impact Databank). The popular spiced rum has seen line expansions in the past which includes Captain Morgan Private Stock, 100 Proof Spiced Rum, Lime Bite, Silver Spiced Rum and Tattoo Spiced Rum—but Captain Morgan Black Spiced Rum is something different. Captain Morgan Black Spiced Rum follows a series of other popular "black" releases, such as Johnnie Walker Double Black, all of which emphasize the impact of charred oak in the aging process. With Captain Morgan Black, the "black" comes both from a double-charred blackened oak cask which is used as a fi nishing barrel and as a reference to the blend of rums, including blackstrap rum, which is used in the product. Captain Morgan Black is proofed at 94.6, higher than Captain Morgan Original Spiced Rum, which is sold in the U.S. at 70 proof. This higher proof puts Captain Morgan Black just above many of the key top whiskies on the market, and in a space that helps position it as a spirit to be consumed beyond the traditional "Captain and Coke." While Captain Morgan Black does mix well with cola, it really shines when mixed in cocktails. Captain Morgan Black's spice blend, which features clove, cassia bark and vanilla, is extremely symbiotic with the herbs and spices in bitters, and so it's an easy stand-in for whiskey in an Old Fashioned or as a key ingredient in the brand's signature Manhattan varia- tion called The Perfect Black. Rather than expand the popular spiced rum within the same category, Diageo has developed a spirit designed specifi cally to cross category boundaries and woo drinkers of other aged spirit categories, especially whiskey. "The Captain Morgan target consumer continues to evolve and expand his interests, we recognize that Captain Morgan needs to evolve with them," explains Tom Herbst, Director of Marketing, Rums at Diageo. "The new dark spiced rum has a bold fl avor and easy fi nish, so we see consumers enjoying this new liquid in what previously would have most likely been whiskey occasions. While it's made for all consumers who enjoy spiced rum, there is a specifi c focus on those who are looking for a more masculine and authentic drink option." Even though Captain Morgan Black is at a higher proof, the fl avor delivery is extremely balanced. Soft vanilla leads things off with an entry that you'd never guess was high proof. The vanilla gives way to a nice symphony of spices including clove, black pepper, cassia bark, and oak, all with the slightest touch of bitter underneath. The undercurrent of bitterness helps pull all the fl avors together and is an unexpected but wel- come element that helps Captain Morgan Black really stand out in the spiced rum space. At the end of the mid-palate comes some heat to complement the spice, which then leads to a long fl avorful fi nish. Captain Morgan Black isn't overly sweet or spicy—it manages to maintain a perfect balance between the elements. Diageo has gone to great lengths to position Captain Morgan Black as something different and enhance its image as an upgraded, cross-category spirit. The Captain Morgan Black bottle is distinctly different from the traditional Captain Morgan Original Spiced june 2012 / the tasting panel / 51