• by Erik Oster , February 24, 2024

Diageo is hoping its Captain Morgan brand can plunder some market share from the ready-to-drink category with the release of Captain Morgan Sliced.

The line of cocktail-inspired malt beverages is venturing into markets in a 12-can variety pack featuring four flavors: Pineapple Daiquiri, Strawberry Margarita, Passionfruit Hurricane and Mango Mai Tai.

“With flavor being the primary driver of flavored malt beverages momentum, we saw a unique opportunity to launch the line under Captain Morgan -- a brand that has been known for decades for its bold flavor -- to slice through the category with a differentiated, flavor-forward lineup,” Diageo Beer Company CMO Laura Merritt told Marketing Daily, adding that the brand extension makes Captain Morgan accessible to more legal-age drinkers than ever before. “By entering into the FMB space, Captain Morgan Sliced will be sold in even more retailers nationwide, allowing consumers to simply pick up Captain Morgan Sliced while on a quick run to the convenience or grocery store.”

Flavor and variety are primary considerations in the category, according to Kantar Profile/Mintel data on RTD purchase factors from September, 2022, so the brand developed a mixed variety pack featuring takes on popular cocktails with these aspects in mind. 

To promote the new Sliced line, the brand is launching a campaign created with agency Anomaly New York centered around a 30-second hero ad which demonstrates how “Sliced Is Better.” The spot visualizes the concept through a series of slicing-centered scenarios leading to outcomes appreciated by its characters.

The “Sliced Is Better” campaign, Merritt said, was built around the brand attempting to inspire viewers to adopt the mindset that “cutting through the ordinary allows us to embrace adventure.”