Dead Man’s Fingers updates bottle and gains Sainsbury’s listing

Halewood-owned spiced rum brand Dead Man’s Fingers has unveiled a refreshed bottle design and announced a new UK-wide listing with supermarket chain Sainsbury’s.

Dead Man’s Fingers hopes the new design will increase on-shelf visibility

Designed for greater on-shelf visibility, the new Dead Man’s Fingers bottle features “premium cues” such as a cork closure and the brand’s skull iconography embossed on the shoulder of the bottle.

The bottle shape is also taller and features a side indentation with embossing, said to make the bottle easier to pour and hold.

The Cornish rum brand will roll out the new design across its spiced rum, coffee- and coconut-flavoured expressions. Each rum in the range is bottled at 37.5% abv and is available in 700ml formats with an RRP of £22 (US$29).

Lucy Cottrell, brand manager for Dead Man’s Fingers at Halewood Wines & Spirits, said: “The introduction of a fresh, distinctive bottle was an important next step in the evolution of the brand, which has achieved on-shelf differentiation with a premium yet price-accessible product in the increasingly busy and traditional rum category.

“Packaging is an important consideration for millennial consumers and hugely influential in their purchasing decision. Our branding has already enabled us to rise above some of our largest competitors in the grocery channel and our new bottle intends to take this one step further.”

Alongside the new bottle design, Dead Man’s Fingers has also secured a listing for its Spiced and Coffee Rums with major UK supermarket chain Sainsbury’s.

Cottrell added: “Our Sainsbury’s listing marks another significant milestone for Dead Man’s Fingers, increasing the presence of its brand extensions nationwide. This listing follows continued demand for the brand’s Coffee Rum since the core variant went into the grocery channel for the first time in July 2018.”