Dead Man’s Fingers releases four new rumsBy Nicola Carruthers
Halewood Wines & Spirits-owned spiced rum brand Dead Man’s Fingers has expanded its range with four new expressions, including a hazelnut flavour.
The new additions target consumers who are looking for “quirky twists on their favourite flavours”. The new expressions each carry an ABV of 37.5%.
Sam Caulfield, brand Manager for dark spirits at Halewood Wines & Spirits, said: “We know that rum drinkers are adventurous and keen to experiment with innovative new flavour profiles [CGA Brand Track]. Lockdown has also seen consumers getting more experimental and willing to try new alcoholic drinks and we expect this to continue as consumers start going back out into bars and restaurants.”
The lime flavour is said to offer a “citrus aroma of zesty limes with sweet hints of caramel” while raspberry brings a “sweet fruit spot” to the portfolio.
Passionfruit is described as having “sweet tropical passionfruit aromas and [a] hint of mango” and Hazelnut provides “toasty nut aromas followed by hints of vanilla and chocolate”.
The lime flavour is recommended served with ginger beer, while the raspberry and passionfruit offerings are best served with lemonade. In cocktails, the hazelnut rum is recommended served in an Espresso Martini and the passionfruit flavour can be used to make a Porn Star Martini.
Caulfield added: “Our new offerings have been carefully developed to reflect the latest flavour trends, whilst also tapping into the popularity of the UK’s most-loved cocktails and turning them on their heads.
“So whether it’s a Mojito with our lime rum, a Porn Star Martini with passionfruit rum, or even a simple Raspberry Spritz with lemonade, we’re confident that Dead Man’s Fingers will have something for everyone this summer (and beyond) – attracting new consumers into the category, and as such, representing a significant sales opportunity.”