The premium bottle image, which uses a larger and more modern image of the captain, will be launched this autumn.
Brand manager Amy Richardson said: "Captain Morgan rum is the UK's bestselling dark rum and has been for more than five years [ACNielsen, volume sales, five years to May 2006]. The new packaging has been designed to increase quality cues and the larger Captain image will ensure the brand has great on-shelf impact."
Research indicated that the captain was a very recognisable part of the brand, according to Diageo, which said that increasing his prominence highlighted the rum's heritage. It dates back to the 1680s when military strategist and buccaneer Captain Henry Morgan presided over Jamaica as governor.
The new packaging will be applied to the full range of 35cl, 70cl and one-litre bottles.