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COVER STORY Rum bottle and features a wrap-around vintage-looking parchment label with hand-drawn elements and copper foil accents. The bottle also features a cork stopper instead of a screwcap, another step in providing an upgraded drinking experience to customers. Perhaps the most distinguishing characteristic of the new bottle is a unique back label, which is revealed as the spiced rum is consumed. The back label tells the legend of Captain Henry Morgan's burial and how a massive earthquake dislodged his coffin and as legend has it, set it adrift in the waters of Jamaica's Port Royal Harbour. Television, online and print cam- paigns for Captain Morgan Black Spiced Rum reinforce the darker side of the pirate mythology. "Captain Henry Morgan's rich legacy and history are Seaside Spiced Rum A something we've always sought to bring to life through our offerings, but this is the first time we're taking our inspiration from his mysterious side," com- ments Herbst. The brand has partnered with FADER on the launch of the product with "Step into the Black," an invite-only concert series across the country featuring performances from notable up-and-coming artists. Captain Morgan Black Spiced Rum has seen some strong success right out of the gate. The rum was awarded a Double Gold medal at this year's San Francisco World Spirits Competition, one of the highest distinc- tions a spirit can attain in competition. Captain Morgan Black Spiced Rum's unique positioning and mixability open doors for the spirit and enable The Captain to sail into uncharted waters for the brand. "Captain Morgan Black Spiced Rum is a mature and carefully crafted spirit that is meant to be savored like a fine whiskey or enjoyed in a classic cocktail. We believe this bold, interesting and unexpected new offering has the potential to make Captain Morgan the preferred spirit among a segment of consumers we don't currently reach with our existing portfolio," says Herbst. Captain Morgan Perfectly Black ◗ 1 oz. Captain Morgan Black Spiced Rum ◗ 1 oz. sweet vermouth ◗ ½ oz. dry vermouth ◗ 5 dashes bitters ◗ 1 lemon twist ◗ Combine liquid ingredients in a mixing glass with ice and stir to perfection. Strain into a cocktail glass and garnish with a lemon twist. ◗ The Perfectly Black is a superb example of how Captain Morgan Black ventures into spaces where spiced rum hasn't traditionally gone. This brown, bitter, stirred drink could be at home at an upscale craft cocktail bar just as it would as an after-dinner digestif at a chain restaurant. Captain Morgan Black and Bitters ◗ 1 oz. Captain Morgan Black Spiced Rum ◗ ½ oz. bitters ◗ Combine ingredients in a cocktail shaker with ice and shake vigorously. Strain into a shot glass. In addition to cocktails, Diageo is positioning Captain Morgan Black Spiced Rum as a Celebratory Shot. This is similar to the strategy which worked well for them on Don Julio tequila with their Luxury Drop program. The Captain Morgan Black and Bitters shows off the symbiosis between Captain Morgan Black and bit ters. t Dale's Junior Market in Playa del Rey, CA, the Captain is in his element. Here, a well-stocked display and surfboards bearing his name let customers know that these are the Captain's waters, and they've taken a turn toward the dark side with new Captain Morgan Black. Owner Brandon Hannoun has been watching Captain Morgan take charge of the rum category since opening his store in 2000, and he sees the newest line extension as a treasure trove for future sales as consumers explore the possibilities of spiced rum. "A lot more people are begin- ning to experiment with rum in general," explains Hannoun, "and Captain Morgan is selling a lot in particular. But adding Captain Morgan Black to the mix will be really interesting, because it will allow the brand to reach a whole new audi- ence." Hannoun continues, "I think women in particular will be drawn to this product as a way to help them explore dark spirits. It's a good entrance to brown spirits for them." Aside from attracting new drinkers to the Captain, Hannoun is a fan of the product itself. He admires the uniquely-shaped bottle and says, "I love the packaging especially. It's a really distinctive 'back in the day' bottle." With the combination of old-school charm, enticing flavors and adventuresome imbibing, Captain Morgan will continue to catapult the rum category forward, while blazing an unbeatable trail through the spiced rum seas. Brandon Hannoun. 52 / the tasting panel / june 2012 PHOTO: LEIGH CASTELLI