November 10, 2015 – Captain Morgan dominates the spiced rum category, Cannon Blast being a huge seller for them but Bacardi is on the attack with Oakheart. Their new campaign, targeting millennial males urges “bench the captain” and join the “Brotherhood of Oakheart”. The catch phrase is “All In, All Heart”. They claim that in a nationwide taste test, Oakheart was favored over Captain Morgan. Bacardi launched Oakheart in 2011 and is committing significant dollars to the push in an effort to grab some share from Captain Morgan. It will be an interesting battle to watch.
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