Things got pretty crazy at Mutineer HQ last night. Our Business Development Manager Sam Alexander is in town from Seattle to check out venues for our huge party that we are planning for May 2009, and we learned that he has an epic thirst for Captain Morgan’s rum, which in turn inspired me to learn more and use my newly acquired book “Rum” by Dave Broom, which we are also writing about in the upcoming issue 3 of Mutineer Magazine.
First I headed over to the Captain Morgan’s website to check things out, and I must say, they are onto something by having a “Morganette” greet you in a skimpy police outfit asking you to enter your birthday. Another girl pops up on the Morganettes page, saying that, “Every captain needs a crew, and that’s where we come in. The Morganettes are handpicked by the Captain to keep parties kicking.” I sense the “Mutinettes” isn’t far behind…
On another part of the site, a Morganette pops up and says “…the Morganettes sure do get around…” Yes, the women are honest and upfront about how they roll, we must get them at the Mutineer launch party.
Captain Morgan was founded in 1944 by the Seagram Company, and the company purchased the Long Pond distillery from the Jamaican government. Things got awesome for Puerto Rico in the 1950s when the United States offered incentives for jobs in Puerto Rico, resulting in new facilities. Today, Captain Morgan is the second largest brand of spirits in the United States, and is currently building a massive new distillery on St. Croix.
Here are some excerpts on Captain Morgan from “Rum”:
“Captain Morgan rum was launched in Britain in the 1950’s, in competition with Lamb’s, a Demerara style produced by United Rum Merchants…”
“Captain Morgan, named after the seventeenth-century pirate-governor of Jamaica, was created by Sam Bronfman’s Seagram company as part of its major post-war blitz on the international drinks industry. A Jamaican arm, Captain Morgan Distillers, was founded in 1945.”
“If most new rum consumers in the United States think of Captain Morgan as a spiced brand from Puerto Rico, for British and Canadian drinkers it is one of the old, dark rum brands which dominated the market in the 1960s and ‘70s.”
“It wasn’t until the 1980s that brands began to explore the spice world, among them such big-hitters as Captain Morgan and Bacardi.”
“Created by Seagram in the late 1940s, this brand is now one of the biggest-selling rums in the world, with an ever-increasing portfolio, from a “British”-style blend to spiced and flavoured.”
Broom rates the Captain Morgan portfolio in “Rum”; here are his “conclusions”:
Captain Morgan: “Really not a lot going on in there”
Captain Morgan Private Stock: “The higher alcohol seems to help”
Captain Morgan Original Spiced Rum: “Very poor”
Captain Morgan Parrot Bay: “Sticky and sweet”
Morgan’s Spiced (UK Version): “More citrus and vanilla than spiced.”
However, Sam Alexander rates Captain Morgan slightly different, saying, “Me and the Captain make it happen.”