The rum brand has further reasons to celebrate as it also has reported case sales were up by over 500,000 cases from the prior 12-month period.

Key markets for the rum brand include the US, Canada and western Europe, which accounted for around 9 million of the 10 million cases sold. However, Diageo says the emerging markets of Russia, eastern Europe and Latin America have proved to be some of the most "exciting growth hotspots", with market share growing at pace both of which lays the foundations for an "explosive future".

Within western Europe, Germany is ahead of the game, growing from 8,000 cases to 400,000 in seven years, with GB and Mexico in significant growth.

The brand first came to real prominence in the US in the 1980s and has continued to enjoy phenomenal double-digit growth over the past 15 years.

Russell Jones, Diageo's global brand director, said: "We're incredibly excited to reach this milestone of 10 million cases and want to thank all of our fans who have enjoyed their own legendary adventures with us along the way. The next 12 months will be an exciting year for the brand, as we dive further into the real history behind the legendary Captain Henry Morgan through a series of campaigns bringing to life his escapades."