Captain Morgan's Slogans & Taglines

Captain Morgan was founded in 1944 by the Seagram Company in Jamaica, purchasing the Long Pond Distillery and creating a spiced rum based on a recipe from local pharmacists. Named after the 17th-century Welsh privateer Sir Henry Morgan, the brand launched its flagship Original Spiced Rum in the United States in 1984, becoming an instant hit. Acquired by Diageo in 2001, the brand grew into the world's third-largest rum, selling approximately 12 million cases annually. In 2023, the Original Spiced Rum was reformulated with Madagascar vanilla. Its core offerings encompass Original Spiced Rum, Black Spiced Rum, White Rum, Private Stock, and flavoured expressions including Sliced Apple, Coconut, and Pineapple, alongside ready-to-drink cocktails. Brand messaging evolved from the early responsible drinking call "Drink Responsibly - Captain's Orders" through the 2011 spirited toast "To Life, Love, and Loot" to the enduring 2017 invitation "Live like the Captain", reflecting its swashbuckling heritage and adventurous spirit.