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Diageo-owned rum brand Captain Morgan has unveiled its latest innovation, Captain Morgan Muck Pit Brew, a new brand extension designed to cater to evolving consumer preferences. Set to launch across Europe, Africa and Asia, this product aims to tap into the growing demand for unique beverage options that blend the characteristics of spirits and beer.

Inspired by the traditional Caribbean rum-making process, Muck Pit Brew combines overripe fruit fermented in tropical conditions with Captain Morgan's signature spice, resulting in a beverage that offers a distinctly fruity flavour profile.

The new brew is a gently sparkling tropical drink that merges Captain Morgan Original Spiced Gold with brewed mangoes and subtle hop notes, creating a product that captures the body of beer while delivering the finish of a spirit.

Mark Sandys, chief innovation officer at Diageo, said: "We combined insights into the evolving ways that consumers socialise today with inspiration from traditional production methods to create the unique innovation that we call Captain Morgan Muck Pit Brew.”

The decision to develop this beverage was driven by insights gathered from consumer focus groups, which revealed that 91% of participants expressed interest in enjoying the Muck Pit Brew in casual settings such as pubs or beer gardens.

The introduction of Muck Pit Brew aligns with broader trends in the beverage industry, where consumers increasingly seek versatile drink options that fit various social occasions.

Patricia Borges, global gin and rum director at Diageo, noted the potential for rum to expand beyond traditional consumption settings: "Rum is such a versatile liquid and we strongly believe in the opportunity to broaden the scope of how and where consumers drink it. The launch of Captain Morgan Muck Pit Brew presents a fantastic opportunity for the brand, and the wider rum category, to take cues from the beer occasion and begin to play in these settings."

Muck Pit Brew, with an alcohol by volume (ABV) of 4%, will be available in select venues across Great Britain through an exclusive partnership with UK independent wholesaler LWC Drinks. The product will be offered in both 440ml and 330ml cans, with plans for off-trade availability expected next year.

By blending traditional rum characteristics with contemporary flavour profiles and social drinking occasions, the brand aims to capture a broader audience and redefine the role of rum in the beverage market.