Captain Morgan made our summer even sweeter with its Orange Vanilla Twist Rum. But we can’t have summer all year long, can we? So, if you’re ready to embrace the fall season, we suggest having a glass of Captain Morgan Sliced Apple Rum as you watch the trees change color and shed their leaves. Furthermore, what could be the best way to enjoy the cooler temperatures than to have a sip of a refreshing fall-inspired spirit? It marries bold notes of apple carefully balanced with Captain Morgan’s unique signature taste, the new Sliced Apple drink offers a unique delicious twist on everyone's favourite captain. Eleanor: Working closely with the innovation team, I helped to shape the product development and proposition to ensure we were launching a product that was truly desirable for our consumers in GB. Then, I created a fully integrated communications plan incorporating deep consumer understanding and brilliant creatives to drive awareness of the launch. Hannah: Whilst it is exciting to launch a product that is going to delight consumers, the most challenging aspect is being bold and predicting what will successfully disrupt and change consumer behaviour.

Recipe: Using a heatproof mug or glass, add 50ml Captain Morgan Sliced Apple and 50ml apple juice. Add 100-150ml of boiling water and garnish with either a lemon wedge or some seasonal spices for a wintery twist. 1.25 units of alcohol. Hannah: Having had such a successful launch in the US, the business saw a great opportunity to rollout the product in Europe, leading with Germany to continue growing a strong brand in a large rum market. The captain has answered fans prayers, as there has been a huge surge in demand for flavoured spirits recently and the new spirit looks to be another crowd-pleaser. Eleanor: As the Senior Brand Manager for Captain Morgan, my role is to be the custodian for the brand, ensuring it is set up for future growth and success. I am responsible for driving and project managing the creation of the brand strategy and brand plans based on consumer and shopper insights to build brand equity. The variety of the role that comes with working closely with a cross-functional team really motivates me, getting to be involved in aspects from commercial to media, all helping to drive the development of our brand strategy. Captain Morgan has announced a brand new flavour to join their line up of spirits - a Sliced Apple Spirit Drink.Hannah: I was the liquid developer on this innovation, working to create that perfectly balanced apple profile that would delight European consumers, with the unmistakable delicious, spiced rum flavour of Captain Morgan’s. I have made this drink both in a high ball glass and a Moscow mule mug and I do recommend the mule mug. It keeps it cold longer and doesn’t water the drink down. Products Tell us how this innovation came about? What it was like behind the scenes to get this to launch and into the hands of consumers? Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings. Captain Morgan Sliced Apple Spirit Drink is available in Asda stores across the country now, with a wider roll out in other retailers due next Spring.

Hannah: I am a Senior Liquid Scientist working in Europe’s Innovation, Research and Development team. This means that I get to design and bring new products to life by creating delicious liquids that delight consumers. The most exciting thing about my role is being at the forefront of new liquid innovations, being able to influence and shape new drinks trends and behaviours by having the freedom to create new liquids for the future.With its smooth, rich flavor and versatility, Captain Morgan is the perfect base for a variety of fall-inspired drinks. Laura: An Innovation Commercialisation Manager needs to work with stakeholders across the business daily and meet tight timelines to get all aspects of a launch ready for our live date. This includes working with Supply, Finance, Brand, Shopper, Category and Sales and Activation teams. You touch all areas of the business when you launch an innovation, so you get immense insight into all aspects of the Diageo business. You need to be super organised and be able to work at speed to meet deadlines. It's the latest flavour to drop from the brand following the release of the hugely popular Captain Morgan Tiki last Summer. Read More Related Articles