Captain Morgan has changed its name on seven limited-edition bottles. Credit: Captain Morgan.

Jamaican rum brand Captain Morgan has changed its name on seven limited-edition bottles. The Morgan part of the brand’s name will be replaced with Drama, Banter, Comedy, Genius, Retro, Clueless or Karaoke.

The idea is that consumers will buy the bottle with the name that best represents their friendship group. The release of the limited-edition bottles will be accompanied with promotional point of sale material and a ten second television advert that promotes the new bottles.

The launch of the limited-edition products follows consumer surveys by the brand in which 76% said they would buy the renamed products and 82% thought the idea was fun and relevant to them.

Captain Morgan global brand director Nik Keane said: “Captain Morgan is all about the crew. We champion the kind of fun that comes from friends getting together and celebrating who they are. We are always looking for new ways to engage with consumers and with personalisation becoming an increasingly popular trend, we believe that this campaign provides the relatable and personal experiences they are looking for.

“Initial consumer research has been incredibly positive. Coupled with the growing popularity of the rum category, which has seen 4% year-on-year growth (Nielsen), driven by the Captain Morgan brand (which is growing 15.9% year-on-year), we are confident that our new limited edition bottles will help retailers boost Captain Morgan sales over the coming months.”

The limited-edition renamed products will retail at £14.50 and will be available until July 2018.

Captain Morgan is named after a 17th century Welsh privateer of the Caribbean, Sir Henry Morgan. It began production in Jamaica in 1944 after Seagram purchased a distillery from the Jamaican Government and from the 1960s it was produced in Puerto Rico.

Seagram was bought by Diageo and Pernod Ricard in 2001 and in the deal Diageo acquired Captain Morgan. Diageo then bought a distillery in St Croix, US Virgin Islands in 2008 to produce the rum.

The brand produces three varieties of rum: original, white rum and spiced gold. They are available in the US, Canada, the UK and South Africa.