Sales of Captain Morgan rum will one day catch up with Bacardi, according to Diageo.

Diageo has opened a US$5m Captain Morgan visitors’ centre as part of of its new distillery in the US Virgin Islands.

The opening of a Captain Morgan branded bar on a tiny Bahamian island this last weekend signals Diageo GTME (Global Retail Middle East) division’s opening assault on the cruise line sector.

Diageo intends to grow Captain Morgan into a "global mega brand", according to Ed Pilkington, the group’s global category director for vodka, gin and rum.

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Nick Strangeway

Bottled cocktails: The dos and don'ts

Pre-made cocktails have always carried a stigma, which I find odd. The romance of watching bartenders make drinks from scratch left pre-batched cocktails feeling cheap to many consumers, but lockdowns have forced this attitude to change.

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