Dead Man’s Fingers targets traditional rums

Halewood Artisanal Spirits is aiming to “reinvigorate” the traditional rum category with the launch of two new Dead Man’s Fingers bottlings.

Dead Man’s Fingers has unveiled Black Rum and White Rum as its latest additions.

The spiced rum brand said the new bottlings bring an ‘unconventional approach to some of the more traditional rum styles currently on the market’.

The new White bottling (37.5% ABV) is described as ‘vibrant and full of character, with hints of vanilla and tropical fruit’. The expression can be used as the base for Daiquiris or Mojitos, or over ice with cola.

Meanwhile, the 40% ABV Black Rum is a ‘bold naval-style rum’ with notes of molasses and caramel. The rum is recommended served over ice with ginger beer or mixed in ‘full-flavoured’ cocktails such as a Mai Tai or Zombie.

Rachel Adams, the brand’s global marketing manager, said: “Since its inception, Dead Man’s Fingers has been all about breathing new life into the rum category, challenging perceptions, and experimenting with the latest flavour trends.

“This approach has helped us secure strong growth for the brand, making it the fastest growing flavoured/spiced rum range, which is also 85% incremental to category growth [Kantar GB data for year to 3 March 2021].

“With our new launches, we bring this same vibrant attitude to reinvigorate what are generally considered to be more traditional rum expressions, and ultimately continue to grow the category and bring more consumers in.

“Furthermore, with their eye-catching gold and silver bottles, they’re guaranteed to stand out on the shelf/back bar whilst also providing great gifting options in the run up to Christmas.”

Black Rum is available to buy in all channels now, while Dead Man’s Fingers White Rum is available to buy exclusively from Tesco and Booker. The Black Rum is priced at RRP of £26 (US$35.50) per 700ml bottle, while the White Rum is priced at RRP £20 (US$27).

Last month, the brand launched a Halloween-themed game app.