Captain Morgan global brand director Russell Jones said that the redesign (see below) was part of developing the brand globally following a successful last year in which its sales which have shot up 26% to £18.4m in the past year, according to market research agency Nielsen.

He added that the new imagery looked "more rugged and authentic".

"Before implementing any changes, we talked with our consumers around the world. They told us consistently how much they appreciated the quality and authenticity communicated by the new pack," Jones said.

In addition to the new front-of-pack imagery, a redesigned back-of-bottle label will feature the rum’s most popular recipe, the Captain and Cola cocktail.

In addition to new primary packaging, Captain Morgan will have new point-of-sale packs that will highlight the Captain and Cola mix.