Diageo has revealed new global packaging for Captain Morgan, due to be rolled out towards the end of the month.

The captain himself is far more prevalent on the new label, which also now includes a recipe for Captain and Cola.

Global brand director, Russell Jones, commented: 'Before implementing any changes, we talked with our consumers around the world. They told us consistently how much they appreciated the quality and authenticity communicated by the new pack.'

The new look will begin rolling out in Great Britain from the end of July, with plans to be in 50 markets within the next 18 months.

News item from Imbibe.com, 21-07-2010