How woke is Captain Morgan?

Introduction

Captain Morgan, a popular rum brand under the British alcohol conglomerate Diageo, is known for its distinctive spiced rum and vibrant marketing campaigns. However, a deeper look into its parent company’s policies and initiatives reveals a strong alignment with progressive causes and social activism, making Captain Morgan a noteworthy brand to review from a woke perspective.

Financial Contributions to Progressive Causes

Diageo, Captain Morgan’s parent company, has demonstrated a commitment to social causes through its financial contributions and corporate social responsibility efforts.

For one, under Society 2030, Diageo aims to boost its spending with businesses owned by diverse individuals and disadvantaged groups. Their goal is to increase this share of their global expenditure to 10% within the next year (by 2025), and then further increase it to 15% by 2030.

It further states: “We will use our creative and media spend to support progressive voices, measuring and increasing the percentage spend year on year.”

“It is a powerful motivating force for our people and a powerful differentiator with our partners, customers and stakeholders. That is why we all must remain fully committed to our Spirit of Progress ambitions,” Debra Crew, CEO of Diageo said.

Prioritization of DEI Policies

Diageo’s Diversity, Equity, and Inclusion (DEI) framework is extensive and applies to all its brands, including Captain Morgan.

“We embrace diversity in every sense – gender, ethnicity, age, ability, sexual orientation, background, experience, ways of thinking and more. And we champion this inclusion across our entire business – with our employees, our suppliers, through our brands and within the communities in which we operate,” Diageo states.

By 2030, Diageo aims for 50% representation of women in leadership roles. Currently, 73% of its board and 50% of its Executive Committee are female. The company also aims to increase the representation of leaders from ethnically diverse backgrounds to 45% by 2030.

Furthermore, Diageo supports various Business and Employee Resource Groups, driving inclusion across the organization.

Mandatory Training Sessions

Diageo integrates social activism and sustainability into its corporate culture through comprehensive training programs. The “Brand Activism Training” program educates marketers on sustainability and social activism, ensuring that all 1,200 individuals in Diageo’s Marketing and Innovation teams, including those at Captain Morgan, are trained to integrate these principles into their roles.

Additionally, in partnership with Saïd Business School at the University of Oxford, Diageo provides certification in Environmental, Social, and Governance (ESG) for over 500 leaders, promoting sustainability and social responsibility across its brands.

These sessions are part of a wider effort to integrate social activism into business practices, affecting Captain Morgan’s marketing and brand image.

Diageo says: “Whether it’s moving across functions and borders or making the most of our skills match portal for opportunities within the business, you can shape a career path that ensures you continue to grow and develop.”

Support for LGBTQ+ Initiatives

Diageo’s LGBTQ+ initiatives extend to all its brands, including Captain Morgan. The company consistently scores 100% on the Human Rights Campaign’s Corporate Equality Index for workplace practices.

The company’s Rainbow Network, an Employee Resource Group (ERG) dedicated to LGBTQ+ employees and allies, promotes inclusion and support within Diageo.

Furthermore, Diageo has supported equal rights, including signing into the U.S. Supreme Court amicus brief challenging the Defense of Marriage Act (DOMA).

Marketing and Branding

Captain Morgan’s “Spice On,” encouraging people to bring their unique ‘spice’ to social occasions, reflects the brand’s focus on inclusivity and diversity.

Diageo Liquid Scientist Amanda Brown notes: “Inclusivity is our magic ingredient, helping us blend ideas and redefine the future.”

Conclusion

Captain Morgan, driven by Diageo’s woke agenda, often prioritizes social justice over traditional values. Its financial contributions, like the $500,000 pandemic donation, align with progressive causes rather than core business needs. Diageo’s DEI policies, targeting gender and ethnic quotas, risk sidelining merit-based hiring. Their strong support for LGBTQ+ rights and top HRC scores emphasize political correctness. Campaigns like “Spice On” push inclusivity, using it as a marketing tool. Backing Captain Morgan means supporting a brand focused on social activism and equity, potentially alienating those who value traditional principles and meritocracy.