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Captain Morgan given "rugged" image

Published:  19 July, 2010

Diageo has announced a new global pack design for Captain Morgan rum to be rolled out in late July.

The new image will be "more visually compelling and representative of the brand" and show a more "rugged and authentic" Captain Morgan.

Russell Jones, global brand director, said: "To help us achieve the next phase of global development, we have taken our packaging and visual assets to a whole new level.

"The new pack design emphasizes the brand's fascinating heritage, while giving prominent attention to the larger than life and ever-popular personality of the Captain himself."

The new look will be seen in the on and off-trade across 50 countries where the brand is sold within the next 18 months.