The producers of Dead Man’s Fingers Spiced Rum have added two new premium variants to the brand bringing flavours of coffee and coconut.
They both use a base of the spiced rum which was originally created at The Rum & Crab Shack in St Ives in Cornwall, made from a blend of premium Caribbean rums.
The spiced rum brings flavours of saffron cake and The Rum & Crab Shack’s Pedro Ximénez sherry ice cream, rounding them off with smooth, slightly sweet coconut notes for the new Coconut Rum.
Dead Man’s Fingers Coffee Rum offers an intensely rich coffee aroma that remains prominent when mixed. Like the original spiced rum, they both have ABV of 37.5%.
Alongside the new variants, the brand has been given a “funkier” new bottle and packaging design to convey “its irreverence and sense of individuality”. It follows the brand’s acquisition by leading drinks company Halewood Wines & Spirits in February this year.
It is chiefly aimed at a younger audience, particularly millennials, who are driving the growth and reappraisal of the rum category.
The design delivers strong impact and visibility, especially behind the bar, which is currently the leading factor in the trial of new liquids, according to Halewood. Both the new variants were developed to appeal to drinkers keen to discover new taste combinations.
James Stocker, marketing director at Halewood Wines & Spirits, said: “We can see from market data and industry trends that there’s a new generation of rum drinkers that want to be associated with brands that are dynamic, fresh, packed with attitude and moving with the times.
“As such, we’ve developed intriguing flavours that are inspiring and versatile to both consumers and the trade, and designed bold new packaging that we’re confident will draw our target audience into this evolving rum category.”
Available to the on- and off-trade, the new editions have numerous stockists including LWC Drinks, HB Clark and St Austell. The recommended price in retail for all three is £22 per 70cl bottle.