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Captain Morgan

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This article is about a brand of rum. For the Welsh privateer, see Sir Henry Morgan
Captain Morgan
File:Captainlogo 2005.PNG
TypeRum
ManufacturerDiageo
Country of origin United States of America
Commonwealth of Puerto Rico
Introduced1944
Alcohol by volume 40%
Proof (US)70 (Original)
ColourGolden
VariantsParrot Bay
Private Stock
Silver Spiced
Tattoo
100 Proof
Related productsList of rum producers
WebsiteCaptainmorgan.com

Captain Morgan is a brand of rum produced by Diageo. It is named after the 17th-century Caribbean privateer from Wales, Sir Henry Morgan. The label uses the slogan, "Got a little Captain in You?"

History

In 1944, the Seagram Company started producing rum under the name Captain Morgan Rum Company.

Seagram CEO Samuel Bronfman purchased a distillery named Long Pond from the Jamaican government. Among the buyers of raw rum from the Long Pond distillery was a Kingston pharmacy named Levy Brothers. The Levy family had been purchasing raw rum, adding medicinal herbs and spices, aging, and bottling it. Bronfman liked the rum product and bought the rights to it.

In the 1950s the United States federal government & the government of Puerto Rico created a number of economic incentives to create jobs in Puerto Rico. Taxes on rum entering the United States produced in Puerto Rico were less than from other countries outside the United States. At this time both Seagram's and the Bacardi family built large new plants near San Juan. In 1985, Seagrams sold its rum distillery and manufacturing facilities in Camuy and Arecibo -- and doing business as Puerto Rican Destillers -- to Destilería Serralles, a Puerto Rican concern that had been producing the Don Q brand in Puerto Rico since 1865. As part of the contract Seagrams also licensed to Serralles the rights to produce and distribute the "Captain Morgan" brand in Puerto Rico and the rest of the Caribbean until in 2012.

In 2001, Seagrams sold the "Captain Morgan" brand to Diageo. Diageo made an announcement on June 24, 2008 that it intends to build and operate a new rum distillery on St. Croix, Virgin Islands beginning in 2010 and to source from it beginning at the end of their current supply contract in 2012.

An actor portraying Captain Morgan at the 2007 Scream Awards. The event was sponsored by Diageo.

In 1984, Captain Morgan Original Spiced rum was introduced to the United States.[1] Captain Morgan is, by volume, the second largest brand of spirits in the United States, and the seventh largest worldwide. In 2007, 7.6 million 9-liter cases were sold. Most Captain Morgan rum is sold in the United States, Canada, Great Britain, South Africa, and Global Travel.[2]

Although the pirate Henry Morgan is a figure of Jamaican culture, the Seagram's Captain Morgan Rum is labeled as a product of Puerto Rico, whereas the Captain Morgan Rum produced by J. Wray and Nephew Ltd. is labeled as a "product of Jamaica."

In November 2009, the NFL banned a covert ad campaign allegedly put on by Diageo, whereas any NFL player that is caught striking the "Captain Morgan" pose on camera during a regular season game would result in Diageo donating $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.[3]

Distillation process

Captain Morgan's Rum is distilled from sugar cane. The combination of the type of yeasts employed for fermentation, distillation method, aging conditions, and blending determines the characteristic flavor of rum. Made with molasses, water, 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 color and character to the rum before the flavors 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

  • Original Spiced - Mellow aged and enhanced with fruit flavors, spices, and a hint of vanilla. 70 proof
  • Parrot Bay - White rum with varieties including coconut, mango, pineapple, passionfruit, key lime, orange and strawberry. 42 proof (formerly 48)
  • Lime Bite - A silver lime-spiked spiced rum. 70 proof
  • Private Stock - Rich, dark and full-bodied, blends hints of island spices with a smooth texture. 80 proof
  • Silver Spiced - Aged in oak barrels for over a year, with a smooth taste and a well-rounded, vanilla character. 70 proof
  • Tattoo - An extra-dark rum with fruit flavors described as berry or citrus, introduced to compete with Jägermeister for market share. 70 proof
  • 100 Proof - The most recent addition to the Captain Morgan family boasting the highest alcoholic content of the Captain Morgan line of drinks. Closest relation is Captain Morgan's Original Spiced Rum, but with an added kick. 100 proof
  • Deluxe Dark - More expensive than Black Label. A blend of dark Caribbean rums, aged in white oak barrels, only available in Canada. 80 proof

See also

References

  1. ^ "Diageo Company History". Retrieved 2007-04-13.
  2. ^ "Captain Morgan" Diageo. August 9, 2008
  3. ^ http://content.usatoday.com/communities/thehuddle/post/2009/11/nfl-to-captain-morgan-players-ambush-marketing-wont-be-tolerated/1
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