Dead Man’s Fingers debuts 0.0% rumBy Alice Brooker
Halewood Artisanal Spirits-owned Dead Man’s Fingers has moved into the low-and-no category with the launch of its 0.0% Spiced Rum.
Dead Man’s Fingers Spiced 0.0 marks the first time the spiced rum brand has presented a non-alcoholic offering.
The bottling is now available for all channels to order.
Rachel Adams, marketing director, Halewood Artisanal Spirits, commented: “We know that consumers love our Spiced Rum – not only has it amassed a significant number of prestigious industry awards, but it also continues to see strong growth. We wanted to offer consumers the chance to enjoy its distinctive flavour, whether they’re choosing to drink alcohol or not.”
The variant can be purchased for £20 (US$23.60).
The Spiced 0.0 was created using “unique spinning cone technology”, said Adams. The original alcoholic Spiced Rum is de-alcoholised at a high heat, “allowing the liquid to keep its signature taste”.
“It is great enjoyed with a simple mixer such as cola or ginger beer and garnished with a slice of orange or lime, meaning that those who are moderating their alcohol consumption don’t have to compromise on taste or flavour,” Adams continued.
“Plus, with very few alcohol-free rum alternatives currently on the market, our new Spiced 0.0 offers an exciting proposition to tap into the growing low-and-no trend, all under the strength of the Dead Man’s Fingers brand.”
In 2021, IWSR reported the low-and-no category to have reached almost US$10 billion in value.
Earlier this year, Halewood Artisanal Spirits named Neil Jardine as its new managing director for the UK and Eire business.
In July, a complaint against Dead Man’s Fingers regarding its association with dangerous behaviour was not upheld.