Dead Man’s Fingers moves into RTDsBy Georgie Pursey
Halewood Artisanal Spirits has ventured into the ready-to-drink (RTD) market with the debut of Dead Man’s Fingers’ canned expressions.
The new range comprises Dead Man’s Fingers Spiced Rum & Cola, Spiced Rum & Ginger and Passionfruit & Lemonade.
Rachel Adams, global marketing manager for Dead Man’s Fingers, said: “We’ve seen huge success within the rum category with our spiced and flavoured variants, which continue to attract incremental shoppers into rum and grow the category.
“The launch of our new RTD format is a natural next step for our brand, particularly as we enter into the summer months when convenience is key, so we’re excited to be able to offer that delicious Dead Man’s Fingers taste in a handy new format.
“For retailers, it’s also a great opportunity to introduce new shoppers to the rum category, and ultimately up-sell to the larger 700ml bottle format for increased basket spend.”
The brand’s flagship Spiced Rum, which is distilled at the Bristol and Bath Rum Distillery, is inspired by flavours of saffron cake and Pedro Ximénez ice cream with hints of caramel, vanilla, cinnamon and undertones of orange, and is complemented by both cola and ginger beer.
Dead Man’s Fingers Passion Fruit Rum offers sweet, tropical aromas, pairing with lemonade for a light and fruity option that is ‘perfect for summer’.
Each 330ml can displays the brand’s signature bold skull design in a variety of colour ways.
The three new variants are available to order for RRP £1.99 (US$2.43) each. They all clock in at 5% ABV.
The Dead Man’s Fingers bottle range offers 10 additional rum variants, including Mango, Cherry and Banana, as well as a White Rum.
The range is available to buy from The Dropstore.com, Amazon and most major retailers.