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'{{short description|Brand of rum}} {{about|a brand of rum|the Welsh privateer|Henry Morgan}} {{Use dmy dates|date=March 2013}} {{Refimprove|date=January 2010}} {{Infobox Beverage |name=Captain Morgan |bgcolour= |image=[[Image:Captainlogo 2005.PNG|150px]] |type=[[Liqueur]] |abv=35% |proof=70 (Original) |manufacturer=[[Diageo]] |distributor= |origin=[[Jamaica]] |introduced=1944 |discontinued= |colour=Golden |flavour= |variants=Parrot Bay<br>Private Stock<br>Silver Spiced<br>Tattoo<br>100 Proof<br>Long Island Iced Tea<br>Lime Bite<br>Black<br>1671 |related=[[List of rum producers]] |website=[https://www.captainmorgan.com/ captainmorgan.com] }} '''Captain Morgan''' is a brand of [[rum]]-flavoured liqueur produced by British alcohol conglomerate [[Diageo]]. It is named after the 17th-century [[Welsh people|Welsh]] [[privateer]] of the [[Caribbean]], [[Sir]] [[Henry Morgan]].<ref name="Reader">{{Cite web |url=https://www.rd.com/food/fun/captain-morgan-real-person/ |title=Captain Morgan Was Actually a Real Person—and He Didn't Make Rum |date=4 December 2017 |website=Reader's Digest |access-date=9 April 2019}}</ref> Since 2017, the label has used the slogan "Live like the Captain". While advertised as a 'rum'; bottles of Captain Morgan are clearly labelled "A premium spirit drink", not rum. This is due to the low alcohol content (35% ABV) not meeting the requirement to be classified as rum. ==History== In 1944, the [[Seagram]] Company, based in Canada, started producing rum under the name Captain Morgan Rum Company. Seagram CEO [[Samuel Bronfman]] purchased a [[distillery]] named Long Pond from the [[Jamaica]]n government. Among the buyers of raw rum from the Long Pond distillery was a [[Kingston, Jamaica|Kingston]] pharmacy named Levy Brothers. The Levy family had been purchasing raw rum, adding medicinal herbs and spices, ageing, and bottling it. Bronfman liked the rum product and bought the rights to it. In the 1950s the governments of both the United States and its [[Puerto Rico]] commonwealth territory instituted a number of job creation programs in Puerto Rico. Taxes on rum entering the contiguous 48 states from Puerto Rico were made lower than those on rum coming from foreign countries. At this time both Seagram and the [[Bacardi]] family built large new plants near [[San Juan, Puerto Rico|San Juan]]. In 1985, Seagram sold its rum distillery and manufacturing facilities in [[Camuy, Puerto Rico|Camuy]] and [[Arecibo, Puerto Rico|Arecibo]]—and doing business as ''Puerto Rican Destillers''—to [[Destilería Serrallés]], a Puerto Rican concern that had been producing the [[Don Q]] brand in Puerto Rico since 1865. As part of the contract Seagram also licensed to Serralles the rights to produce and distribute the "Captain Morgan" brand in Puerto Rico and the rest of the [[Caribbean]] until 2012. In 2001, Seagram sold the "Captain Morgan" brand to [[Diageo]]. Diageo made an announcement on 24 June 2008, that it would build and operate a new rum distillery on [[St. Croix, Virgin Islands]] beginning in 2010 and source from it beginning at the end of their supply contract in 2012. [[File:Captain Morgan, 2007.jpg|right|thumb|An actor portraying Captain Morgan at the 2007 [[Scream Awards]]. The event was sponsored by Diageo.]] [[File:Captain Morgan Bottle.jpg|right|thumb|An Original Spiced Gold bottle]] In 1984, Captain Morgan Original Spiced Rum was introduced to the United States.<ref>{{Cite web |url=http://www.diageo.com/en-row/AboutDiageo/OurHistory/ |title=Diageo Company History |url-status=dead |archive-url=https://web.archive.org/web/20070404041342/http://www.diageo.com/en-row/AboutDiageo/OurHistory/ |archive-date=4 April 2007 |access-date=2007-04-13 |df=dmy}}</ref> Captain Morgan was, by volume, the second largest brand of spirits in the United States, and the seventh largest worldwide in 2007. {{As of|2007|alt=In 2007}}, 7.6 million 9-litre cases were sold. Most Captain Morgan rum is sold in the United States, Canada, Great Britain, South Africa, and Global Travel.<ref>[http://www.diageo.com/en-row/ourbrands/ourglobalbrands/captainmorgan/ "Captain Morgan"] {{webarchive |url=https://web.archive.org/web/20071126083143/http://www.diageo.com/en-row/ourbrands/ourglobalbrands/captainmorgan/ |date=26 November 2007 }} Diageo. 9 August 2008</ref> In November 2009, the NFL banned a covert ad campaign allegedly put on by Diageo. It was understood that for each NFL player striking the "Captain Morgan" pose on camera during a regular season game, Diageo would donate $10,000 to the Gridiron Greats (a non-profit which helps retired NFL players with various hardships after leaving the game). The league made this announcement following such a celebration by [[Brent Celek]] of the [[Philadelphia Eagles]].<ref>{{Cite news |url=http://content.usatoday.com/communities/thehuddle/post/2009/11/nfl-to-captain-morgan-players-ambush-marketing-wont-be-tolerated/1 |title=NFL to Captain Morgan, players: 'Ambush marketing' won't be tolerated |date=12 November 2009 |work=USA Today |access-date=2010-04-29}}</ref> In 2010 two American territories, Puerto Rico and the [[United States Virgin Islands]] bickered over plans for Captain Morgan to move operations to the Virgin Islands for tax reasons.<ref>{{Cite news |last=Lever |first=Rob |url=http://www.caribbeannetnews.com/usvi/usvi.php?news_id=22324&start=0&category_id=19 |title=Daggers in Washington in Captain Morgan rum battle |date=29 March 2010 |work=[[Caribbean Net News]] |access-date=2010-08-30}}{{dead link|date=November 2016 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> The matter came to a head during a debate in the United States Congress over the USVI's attempt to use tax benefits to lure the company to that territory.<ref>{{Cite news |url=http://www.caribbeannetnews.com/usvi/usvi.php?news_id=22580&start=0&category_id=19 |title=USVI governor asks US senator to reconsider legislation harming territory's economic future |date=13 April 2010 |work=[[Caribbean Net News]] |access-date=2010-08-30}}{{dead link|date=November 2016 |bot=InternetArchiveBot |fix-attempted=yes }}</ref> In 2011, to bring it into line with the international version, Morgan's Spiced in the UK was rebranded as Captain Morgan's Spiced. This was accompanied by a large media campaign and parties hosted around the UK in clubs and bars to advertise the new rum. The "Captain Morgan" mascot was introduced along with "Morganettes". In 2014, Diageo Canada filed a [[trade dress]] infringement lawsuit against [[Heaven Hill|Heaven Hill Distilleries Inc]], claiming striking similarities between the Captain Morgan character and Admiral Nelson, and that the similarity would dilute the Captain Morgan trademark.<ref>{{Cite web |url=https://www.thedrinksbusiness.com/2014/04/diageo-sues-copycat-captain-morgan-rum/ |title=Diageo sues 'copycat' Admiral Nelson's rum |last=Eads |first=Lauren |website=The Drinks Business |access-date=19 June 2019}}</ref> Diageo Canada won the lawsuit in 2017.<ref>{{Cite news |last=Robertson |first=Susan |url=https://www.theglobeandmail.com/report-on-business/industry-news/marketing/captain-morgan-defends-trademark-as-admiral-nelsons-is-ordered-to-weigh-anchor/article35375101/ |title=Captain Morgan defends trademark as Admiral Nelson's is ordered to weigh anchor |access-date=19 June 2019 |website=The Globe and Mail}}</ref> The likeness of the Captain Morgan character was created by award-winning artist [[Don Maitz]]. In 2020, the brand launch a new product called Captain Morgan Tiki. This new pineapple mango flavors rum is available in UK, Czech Republic and Germany.<ref name=":0">{{Cite web|last=|first=|date=March 2020|title=Captain Morgan creates tiki-themed spirit drink|url=https://www.thespiritsbusiness.com/2020/03/captain-morgan-creates-tiki-themed-spirit-drink/|url-status=live|archive-url=|archive-date=|access-date=|website=}}</ref> ==Distillation process== Captain Morgan's Rum is [[distillation|distilled]] from [[sugar cane]]. The combination of the type of [[yeast]]s employed for [[Fermentation (food)|fermentation]], distillation method, ageing conditions, and blending determines the characteristic flavour of rum. Made with [[molasses]], water, [[Mashing|mash]] and yeast, ''Captain Morgan Original Spiced rum'' is distilled in a continuous still. Once distilled, the clear spirit is aged in oak barrels for up to a year, adding a golden colour and character to the rum before the flavours and spices are added. The brand's taste is achieved through a proprietary recipe, which is blended into the rum mixture at the final stages of production, making use of spices indigenous to the [[Caribbean Islands]]. ==Varieties== *'''Black''' – The original Captain Morgan rum, this is a full-bodied blend of pot and continuous still rums from Jamaica, Guyana & Barbados aged in oak, has a dark colour and distinctive rich taste. Available only in the United Kingdom, Germany, Scandinavia, South Africa, and some other countries. Packaged in a traditional Captain Morgan bottle with a black label highlighting the words "Jamaica Rum". [[Alcoholic proof|100 proof (USA – 80 proof)]] *'''Black Spiced Rum''' – Crafted from Caribbean Blackstrap rum and select ingredients, including “rich clove spice and premium cassia bark ... finished with double charred blackened oak for a premium, smooth taste”. Advertised as a bold alcohol that carries the taste of cinnamon and clove, followed by “hints of warm spice and vanilla for a smooth finish". Only available in the United States, Canada, and Australia. Packaged in a distinct stout-bodied clear-glass bottle with a white label printed on both sides. [[Alcoholic proof|94.6 proof (Australia – 80 proof)]] *[[File:Captain Morgan Black Label.jpg|thumb|Captain Morgan Black Label from the 1970s. A product of Jamaica, Guyana and Barbados, produced by the Seagram company.]]'''Dark Rum''' – A blend of Caribbean and Canadian Rum. [[Alcoholic proof|80 proof]] *'''Deluxe Dark''' – A blend of dark Caribbean rums, aged in white oak barrels, only available in Canada. [[Alcoholic proof|80 proof]] *'''Lime Bite''' – A silver lime-spiked spiced rum. [[Alcoholic proof|70 proof]] *'''Limited Edition Spiced''' – Similar to Spiced Gold. [[Alcoholic proof|70 proof]] *'''Long Island Iced Tea''' – A pre-mixed cocktail of rum, vodka, whiskey, gin and triple-sec liqueur. Only available in the United States and Canada. [[Alcoholic proof|35 proof]] *'''Original Spiced''' – Aged Caribbean rum, with spices and other natural flavours. [[Alcoholic proof|70 proof]] *'''Original Spiced Gold''' – A blend of rum and other spirits. Mellow aged and enhanced with fruit flavours, spices, and a heavy touch of vanilla. [[Alcoholic proof|70 proof]] *'''Parrot Bay''' – White rum offered in a variety of flavourings including coconut, key lime, mango, orange, passion fruit, pineapple and strawberry. This range appears to have been introduced to compete with the flavoured vodkas in mixed cocktails. [[Alcoholic proof|42 proof]] (formerly 48). Also offered in a [[Alcoholic proof|90 proof]] version of the coconut flavour. *'''Private Stock''' – Rich, dark and full-bodied, blends hints of island spices with a smooth texture. Packaged in a distinctive squat bottle with a small label. [[Alcoholic proof|80 proof]] *'''Silver Spiced''' – Aged in oak barrels for over a year, with a smooth taste and a well-rounded, vanilla character. [[Alcoholic proof|70 proof]] *'''Tattoo''' – An extra-dark, lower-proof rum with fruit flavours described as berry or citrus, introduced to compete with [[Jägermeister]] for market share. Unavailable in Canada. [[Alcoholic proof|70 proof]] *'''White Rum''' – A five times distilled rum that is aged in white oak barrels for over a year, and then filtered to remove the colour, except for the Atlantic Canadian market, where it retains a greenish tinge.<ref>{{cite web |last1=April 13 |first1=Russ Martin |title=Captain Morgan honours its East Coast connection |url=http://marketingmag.ca/brands/captain-morgans-east-coast-connection-143223/ |website=Marketingmag.ca}}</ref><ref>{{Cite news |url=http://cocktailenthusiast.com/captain-morgan-white-rum-review-3 |title=Captain Morgan White Rum Review |date=2014-02-09 |work=Cocktail Enthusiast |access-date=2017-01-28 |language=en-US}}</ref> [[Alcoholic proof|80 proof]] *'''White Rum flavoured''' – White Rum in a variety of flavourings including coconut, grapefruit & pineapple. [[Alcoholic proof|70 proof]] *'''100 Proof''' – The highest alcoholic content of the Captain Morgan line of drinks. Closest relation is Captain Morgan's Original Spiced Rum. [[Alcoholic proof|100 proof]] *'''1671''' – A smooth, dark sipping rum. [[Alcoholic proof|70 proof]] *'''Cannon Blast''' – A sweet citrus flavoured rum, often used for a shot. [[Alcoholic proof|70 proof]] *'''Sherry Oak''' – A limited edition rum with either sherry oak chips soaked in it, or some sherry has been added. [[Alcoholic proof|70 proof]] *'''Loco-Nut''' - A strong-flavoured blend of Caribbean rum, coconut liqueur, spice and natural flavors. A sweet coconut flavoured rum, often used for a shot. [[Alcoholic proof|70 proof]] *'''Jack-O-Blast''' A sweet pumpkin flavoured rum, often used for a shot. [[Alcoholic proof|70 proof]] * '''Tiki''' – A limited edition rum with pineapple and mango flavors to pair with lemonade.<ref name=":0" /> ==In popular culture== Before and after the [[SummerSlam (2015)|2015 SummerSlam event]], [[John Cena]] used the brand as a nickname for [[Seth Rollins]] (the [[WWE World Heavyweight Championship|WWE World Heavyweight Champion]]) on [[WWE]]'s ''[[WWE Raw|Monday Night Raw]]'' show.<ref>{{Cite web |url=https://www.youtube.com/watch?v=sJR0M7Li9hE&t=2m28s |title=John Cena vs. Seth Rollins Contract Signing: Raw, Aug. 17, 2015 |quote=I figured there was no chance in hell I was ever getting close to that championship again until Captain Morgan over here opened his big fat stupid mouth!}}</ref><ref>{{Cite web |url=https://www.youtube.com/watch?v=QwzmbeUVZZY&t=3m9s |title=Seth Rollins gets an unwelcome Night of Champions surprise: Raw, Aug. 31, 2015 |quote=John: "do I have a match against Captain Morgan .. at [[Night of Champions (2015)|Night of Champions]] .. for the United States Championship?" Stephanie: "Yes."}}</ref> In 2016, Diageo created special limited edition bottles to commemorate [[Wes Morgan]] captaining [[Leicester City F.C.]] to the [[2015-16 Premier League]] title.<ref>{{Cite web |url=https://uk.sports.yahoo.com/news/leicester-captain-wes-morgan-appears-102133661.html?cmp=ukfb |title=Leicester Captain Wes Morgan Appears on Limited Edition Bottles of Captain Morgan's Spiced Rum}}</ref> ==See also== *[[List of Puerto Rican rums]] *[[Captain Morgan Trophy]] ==References== {{reflist}} ==External links== *{{Commons-inline}} *[http://www.captainmorgan.com ''Captain Morgan'' official website] *[https://uk.thebar.com/spirits/rum/captain-morgan-rum Captain Morgan] on thebar UK, owned by Diageo {{Diageo plc}} [[Category:Rums produced in Puerto Rico]] [[Category:Diageo brands]] [[Category:Jamaican brands]] [[Category:Jamaican rum]] [[Category:Rums]] [[Category:Alcoholic drink brands]] [[Category:Distilled drinks]] [[Category:Cultural depictions of Henry Morgan]]'