Seagram is considering a PR review for its six-month-old rum brand
Morgan’s Spiced to hold its own in the fast-growing spiced rum market.
The distiller has approached several consumer PR firms including Cohn
and Wolfe, which already handles Seagram’s vodka label Absolut.
However, Morgan’s Spiced assistant brand manager Kate Athanasi said the
appointment of a PR agency is just ‘one option’ and Seagram is still
looking at its marketing plans for the label.
The company also retains Lowe Bell’s consumer PR company Green Moon to
manage a range of its labels including Morgan’s Spiced and Captain
The drink was launched in January to steal a slice of the young persons
spirit sector, dominated by Jack Daniels and Southern Comfort.
Seagram is allocating a marketing spend of pounds 4 million to the
label, according to Datamonitor’s report UK Spirits.
According to reports the company’s goal is to sell 200,000 cases within
five years, making it one of the top spirit brands.
It faces direct competition from Bacardi Spice, owned by Westbay
Distributors, which is also investing around pounds 5 million in
A third contender is IDV’s product, called Cubero, which is being
offered on trial in selected on-trade premises.