Old favourite out of the ordinary

Diageo is rolling out Morgan's Spiced Rum in revamped packaging.

The new look is designed to reinforce the drink's Caribbean heritage

and increase

on-shelf impact . It is part of Diageo's £1.5 million

press, radio, outdoor and on line advertising for the brand's Out of the Ordinary campaign.

Brand manager Amy Richardson said: "The growth of the brand and of golden rum as a whole is an illustration of current trends which see consumers looking for a more differentiated spirits offering. "