Dead Man’s Fingers debuts two flavoured rumsBy Owen Bellwood
Halewood-owned rum brand Dead Man’s Fingers has launched two new flavoured expressions and updated its bottle design across the range.
Dead Man’s fingers is targeting a “new generation of rum drinkers” with its updated bottle design and newly announced coffee- and coconut-flavoured expressions.
Using the brand’s original spiced rum as its foundation, the new Coconut Rum has a “smooth, slightly sweet coconut,” flavour, while the Coffee Rum offers an “intensely rich coffee aroma”.
Dead Man’s fingers has developed the two new expressions to appeal to drinkers “keen to discover new taste combinations”.
Alongside the launch of its coffee and coconut expressions, Dead Man’s Fingers has unveiled a new “funkier” bottle design.
Aimed at a younger audience, particularly millennials, the design hopes to deliver “great impact and visibility”, especially behind the bar.
James Stocker, marketing director at Halewood Wines & Spirits, said: “We can see from market data and industry trends that there’s a new generation of rum drinkers that want to be associated with brands that are dynamic, fresh, packed with attitude and moving with the times.
“As such, we’ve developed intriguing flavours that are inspiring and versatile to both consumers and the trade, and designed bold new packaging that we’re confident will draw our target audience into this evolving rum category.”
Dead Man’s Fingers Spiced Rum, Coffee Rum and Coconut Rum are all bottled at 37.5% ABV and available in 700ml and 50ml formats, each expression carries an RRP of £22 (US$29) per 700ml.
Liverpool-based Halewood International acquired the spiced rum brand for an undisclosed fee earlier this year.