 Global Icons, a licensing and brand merchandising agency, has partnered with North America-based Diageo to manufacture a range of sauces, glazes and marinades. The product range will be marketed under Diageo’s Captain Morgan Original Spiced Rum brand. Diageo’s plan to expand the market for its Captain Morgan brand range is on the lines of attempts by other major liquor brands, such as Jack Daniels and Evan Williams, which also expanded their product lines. In the opinion of industry experts, the new range of jointly developed food products has a high possibility of succeeding in the market because of the established image of Captain Morgan as a brand. The product range has been developed keeping in mind the taste preferences of new consumer segments, and this has been blended with the brand’s mass appeal. |
