Captain Morgan unveils ‘beer-inspired’ Muck Pit RTD

Captain Morgan has unveiled Muck Pit Brew, a brand extension that straddles the beer and spirits categories.

The 4% abv tipple is made from Captain Morgan Original Spiced Gold, “brewed mango” and “a dash of hop flavours”.

The result was “an innovative liquid that evokes the body of a beer but with the finish of a spirit”, said brand owner Diageo.

It has initially rolled out in 440ml and 330ml cans in the UK on-trade via a tie-up with wholesaler LWC Drinks. It will make its off-trade debut next year.

Muck Pit was inspired by “the legendary muck pits” from Caribbean rum production, said Diageo.

Typically these are vessels in the ground into which overripe fruit are tossed and fermented in warm conditions. A portion of this ‘muck’ is then put into the fermenter to contribute to Caribbean rum’s distinctive fruity flavour.

“Captain Morgan Muck Pit is more than just a product innovation, it’s a new brand extension that champions flavour,” said Diageo chief innovation officer Mark Sandys. “We combined insights into the evolving ways that consumers socialise today with inspiration from traditional production methods to create the unique innovation that we call Captain Morgan Muck Pit Brew.”

Patricia Borges, Diageo’s global director for gin and rum, added: “Rum is such a versatile liquid and we strongly believe in the opportunity to broaden the scope of how and where consumers drink it.

“The launch of Captain Morgan Muck Pit Brew presents a fantastic opportunity for the brand, and the wider rum category, to take cues from the beer occasion and begin to play in these settings.”