According to Diageo, the visitor centre is a “central part of several tourist initiatives on the island of St. Croix”.

US Virgin Islands honorable governor John P. de Jongh, Jr. said: “Today’s grand opening continues to usher in a new era for St Croix. This new attraction has already created additional employment opportunities and will undoubtedly augment the island’s tourism industry. The distillery and its new visitor centre demonstrate the strength of the ongoing relationship between Diageo and the US Virgin Islands.”

The centre, adjacent to the distillery which produces the rum for the Captain Morgan brand in the United States, is located at the Renaissance Park development on St Croix. Visitors will experience an “hour long voyage including history and artifacts of the rum industry, tour of the distillery, a movie theatre, interactive learning screens, Captain Quarters Bar, multi-sensory systems, and a Captain Morgan merchandise store”.

The visitor centre is part of Diageo's 20 million proof gallon distillery.