• by Teresa Buyikian , Yesterday

Captain Morgan’s latest promo with apparel brand Breezy Golf for the brand’s Sliced beverages rewards those golfers who hit anything but a hole in one.

The “Play the Slice” campaign for Captain Morgan’s Sliced RTD canned cocktails is a collaboration with reality TV star ("Summer House") West Wilson and Breezy Golf. The effort celebrates the “slice," an undesirable, and common, golf shot that curves away from the golfer’s dominant hand.

From now until the end of July, golfers can post their “wildest slices” to the brand’s Instagram @CaptainMorganUSA and using #PlayTheSliceContest. They are then entered into a contest to win a reward for their “epic” bad play: a golf getaway for four to Hilton Head, South California, with flights and hotel stay included.

"Golf certainly has its roots in skill, precision, and tradition, but let's face it, today's players are redefining the vibe," said Captain Morgan brand director Justin Faiber in the announcement. "They are bringing more hype, swagger, levity and personality to each round. With ‘Play the Slice,’ we're tapping into that energy… regardless of whether you're hitting from the fairway or outside of the cart path."

Later this summer ,Captain Morgan will drop a new merch collaboration with hipster sports clothier Pluto Golf. The “Play the Slice Collection”  is a limited-edition line of polos, shorts, hats, windbreakers and sneakers and will be promoted via the brands’ social media platforms.

Captain Morgan is also an official partner of the Breezy Open, the golf tournament created out of the “Bob Does Sports” YouTube show, which involves 18 holes of golf in a 4-man shotgun format, celebrity cameos and live entertainment. The brand will host “Sliced Lounges” at three of the tournament’s stops in Virginia in June, New Jersey in July and Georgia in September.