Diageo is hoping new packaging and a £1.5m investment in its Morgan's Spiced brand will boost the fledgling golden rum category further in the UK.
Golden rum is the fastest-growing spirits category in the UK, up 9% by volume [Nielsen MAT to May 2007] in a flat market.
The company is hoping the investment, coupled with the new look, will drive awareness of the spirit.
"The new pack design and the investment aims to increase the popularity of golden rum," said brand manager Amy Richardson.
"The growth of the brand, and of the category as a whole, is an illustration of current trends in which consumers are looking for a more differentiated spirits offering," she said.
The new bottle has been designed to make the most of the brand's Caribbean heritage, while the marketing campaign will be based on the brand's 'Out of the Ordinary' events, which will be held in several cities in Scotland and England this autumn.