In this province, opinions on Captain Morgan’s as a popular brand of rum varies.

“It’s a much bigger seller, actually, in the Maritimes than it is here. It sells better out there than it would sell here in St. John’s for instance,” said Steve Winter, president and CEO of Newfoundland and Labrador Liquor Corp. “Lamb’s Palm Breeze is what sells here and that’s really an amber, it’s not white like (Captain) Morgan.”

Winter suggests there might be a noticeable spillover of Captain Morgan White into Newfoundland and Labrador, but it will only be really noticeable in the western areas of the province, like Port aux Basques or Stephenville area, near areas people would be getting on or off the ferries.

Rum being known for it’s cultural relevance and connection to Atlantic Canada, Diageo Canada hopes to build awareness for Captain Morgan White in Atlantic Canada with a refreshed label on the bottles and a new television ad to tell the drink’s story. This campaign is expected to stay in the four Atlantic Provinces — Newfoundland and Labrador, Prince Edward Island, Nova Scotia, and New Brunswick.

“The liquid is the exact same. But what is interesting to note, is that the liquid in the four provinces … is a different liquid than basically we sell anywhere else in the world under the Captain Morgan White label,” said Geoff Kosar, marketing director at Diageo Canada, owners of Captain Morgan.

“It’s got a slightly different colour and it goes through a different aging process than the liquid that we sell everywhere else in the world.”

Consumers won’t see a different label until the June to July months since aged bottles of Captain Morgan are already packaged and ready to be shipped before the bottles with the new labels can be released.

Diageo Canada has worked with media in the four Atlantic Provinces to ensure that the campaign remained in the East Coast. The only way anyone from Quebec and farther west can learn about this campaign is through online searches.

“I think there are many generations of white rum drinkers in the East Coast. Our hope is that if someone is not a Captain Morgan drinker today than perhaps they’ll become one, or if they haven’t consumed Captain Morgan in the past few months, maybe they’ll reappraise us as a brand the next time they go into an NLC store.”