Halewood Wines and Spirits-owned spiced rum brand Dead Man’s Fingers has extended its range with the launch of a new pineapple-flavoured variant.
Available from February, the new flavour is “bold yet smooth”, with a hint of sweetness from roasted and candied pineapple, soft brown sugar and nutmeg. The rum also features aniseed and lime, and is bottled at 37.5% ABV.
Dead Man’s Fingers Pineapple Rum has been developed in line with cocktail trends of simple serves and light refreshing tastes. It can be mixed with lemonade, lots of ice, a lime wedge and fresh mint to create the brand’s hero serve, the Tropical Lemonade.
Lucy Cottrell, brand manager for rum at Halewood Wines & Spirits, said: “Consumers want fresh, contemporary tastes and diversity in flavours. This has caused decline in some of the more traditional spirit categories like white rum and is leading to a whole new generation of adventurous and artisanal drinkers who are now looking to other categories for something more exciting to try.
“This is why we’re seeing massive growth in Dead Man’s Fingers. We’re meeting demand for innovative flavours, which are packaged in boldly designed bottles that stand-out from the crowd.
“Whilst our extended flavoured rum range now accounts for a growing and significant share of total sales for the brand, the addition of pineapple will drive further intrigue towards the rum category and appeal for light night consumption.”
Dead Man’s Fingers Pineapple Rum joins three other flavours in the premium rum range, Coconut, Coffee and Hemp, as well as the original Spiced Rum.