The spiced rum brand rose by more than half a million cases year on year, driven by double-digit growth in the US, where it is the number three spirits brand.
In terms of the global rum category, Captain Morgan trails Bacardi, which sold 19.56m cases in 2011, Philippine rum Tanduay, with its 18.71m cases in 2011, and the Indian McDowell’s No.1 Celebration, 15.63m last year (The Millionaires’ Club 2012).
According to Diageo, the brand’s key regions are the US, Canada - where it is the number one rum - and Western Europe which together accounted for about 9m of the 10m cases sold.
Russia, Eastern Europe and Latin America, have also proven to be growth hotspots over recent years, said Diageo.
Mexico, where the brand launched only four years ago, was highlighted by the drinks group as a market on the up. By the end of the 2012 fiscal year (June 30 2012) it delivered 170,000 cases.
Andy Fennell, chief marketing officer, Diageo said: “Captain Morgan plays a critical role for Diageo and our customers by recruiting beer drinkers into the spirits category – the Captain’s crew just keeps growing every year!”
Russell Jones, global brand director, Diageo said: “We’re incredibly excited to reach this milestone of 10m 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.”
