UK. Having led Leicester City’s unlikely Premier League title charge this year, swashbuckling footballer Wes Morgan has become the face of a new Captain Morgan rum limited edition bottle.
Diageo is celebrating the achievements of the Leicester City captain in partnership with the club, which is owned by King Power International Group (Thailand).
Originally only a small batch of the bottles were produced for media and consumer giveaways. But following unprecedented demand from Leicester City fans, a further 11,000 bottles were released to be sold exclusively in the city. Around 1,000 bottles were made available at the team’s King Power stadium, which were all sold within 42 minutes.
All profits are being donated to LCFC Foxes Foundation’s 2015/16 ‘Second Million’ campaign, which supports a number of Leicester-based charities.
The label on the limited edition bottles features Wes Morgan in royal blue and white robes, replacing the brand’s usual buccaneer [17th-century Welsh privateer of the Caribbean, Sir Henry Morgan]. The Leicester City captain’s signature and a medallion inscribed with 2016 to mark the club’s achievements this season also appear.
King Power International Group Senior Executive Vice President Susan Whelan said: “We had an incredible response from Leicester City fans when we unveiled the commemorative ‘Wes Morgan’ bottle earlier in May to celebrate the club’s historic triumph with Wes Morgan at the helm. We’ve been working hard to respond to this demand, and are delighted that fans have the chance to buy the limited edition bottles at Leicester City Football Club.
“The success of the project is a testament to the long standing relationship between Diageo and King Power, and has been a very enjoyable and unique collaboration.”
The first of the limited edition bottles were produced at the beginning of May following a Twitter exchange between the drinks company and Wes Morgan, which came about after Leicester City were crowned Premier League champions.
“We are so happy to have been able to offer the Leicester City supporters this unique limited edition Captain ‘Wes’ Morgan bottle to celebrate his incredible title win triumph as the club’s skipper. We salute Leicester City and their own Captain Morgan,” said Diageo Global Travel & Middle East Managing Director Doug Bagley.
“You couldn’t have asked for a better fit and we are happy that both King Power and Diageo have been able to work at pace to turn this great idea into a reality.”
Captain Morgan Senior Brand Manager Rhys Love noted: “Captains lead by example and we are thrilled to have one of the greatest captains of recent times, who coincidentally shares our name, become the centre of a historic sporting moment.”
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