However made-up you think the character of Captain Morgan is (and his latest incarnation seems to positively revel in its cartoon-ness), you’ve still got to admire the way the story has been extended.
For the eagle-eyed or OCDs amongst us there is more than one Captain here, but for normal consumers it’s a gripping yarn of swashbuckling pirates knocking back an exotic spirit on the deck of a Man-o-War. To justify premium pricing our hero is also available in greyscale or sepia, and the elegantly crafted typography adds to the sense of specialness. But here’s the power of a name: ‘Private Stock’ captures the sense of the brand and this premium extension in two priceless words. After that the label, a highly credible visual metaphor of stocks and bonds, practically designs itself.