Seagram is launching its Morgan’s Spiced rum brand nationally with a 4m marketing budget to take on Westbay Distributor’s new Bacardi Spice brand.
Morgan’s Spiced has been on test in Scotland and Tyne Tees for four years. It is a golden rum, flavoured with spices, and is 35 per cent proof by volume. Seagram has tried to patent spiced rum in a move which could force Bacardi Spice out of the market, though the Patent Office says it is “not minded to accept the application”.
Bacardi Spice was launched by Westbay in September with a 5m budget. A poster campaign breaks this week with the strap: “Bacardi Spice, distilled in Hell.” Cinema and television ads break in February.
Morgan’s Spiced launches in January, and will feature a 2m poster, cinema and radio campaign through TBWA. This carries the strapline: “The taste that gets things going,” and will be backed by 2m of below-the-line activity including tastings in bars.
Seagram marketing manager David Dean, in charge of the launch, says the company plans to sell 200,000 cases a year of the spirit by 2000. This would catapult it into the top 15 selling spirits brands.