Dead Man’s Fingers Rum Goes Nuts With Punchy New Flavours

Unconventional spiced rum brand, Dead Man’s Fingers, is further expanding its stand-out portfolio with the launch of four, full-on new flavours – Lime, Raspberry, Passionfruit and Hazelnut Rum.

Dead Man's Fingers New Range 2020

With Dead Man’s Fingers being the no. 1 premium rum contributing to total rum growth[1], the new additions will provide retailers with a unique and diverse rum range from a valuable brand, enabling them to tap into the booming spiced and flavoured rum category – currently worth £470 million[2], and seeing double digit growth[3].

The latest additions are set to appeal to rum lovers, whilst also attracting new consumers to the category who are looking to enjoy quirky twists on their favourite flavours. The new Lime rum zings with citrus aroma of zesty limes with sweet hints of caramel. Raspberry fills the sweet fruity spot within the Dead Man’s Fingers family – deliciously different and beautifully balanced with notes of juicy, sweet ripe raspberries and a hint of citrus. Passionfruit bursts with tantalisingly sweet tropical passionfruit aromas and hint of mango. Finally, rounded and perfectly balanced, Hazelnut smoulders with toasty nut aromas followed by hints of vanilla and chocolate.

Sam Caulfield, Brand Manager for Dark Spirits at Halewood Wines & Spirits said;  “We know that rum drinkers are adventurous and keen to experiment with innovative new flavour profiles[4]. Lockdown has also seen consumers getting more experimental and willing to try new alcoholic drinks[5]. However, trusted brands are still important, with 82% of consumers preferring to try new flavours from a trusted brand first.

“Over the past couple of years, we’ve seen the Dead Man’s Fingers brand go from strength to strength, and are keen to build on our trusted reputation to bring drinkers the most extensive flavoured rum portfolio on the market. Our new offerings have been carefully developed to reflect the latest flavour trends, whilst also tapping into the popularity of the UK’s most-loved cocktails and turning them on their heads. So whether it’s a Mojito with our Lime rum, a Porn Star Martini with Passionfruit rum, or even a simple Raspberry Spritz with lemonade, we’re confident that Dead Man’s Fingers will have something for everyone this summer (and beyond!) – attracting new consumers into the category, and as such, representing a significant sales opportunity”.

All new bottles boast the distinctive Dead Man’s Fingers branding and bold colour palettes, which are guaranteed to stand out on-shelf. Dead Man’s Fingers Lime, Raspberry, Passionfruit and Hazelnut join five other flavours – Pineapple, Coconut, Coffee, Hemp, as well as the original Spiced Rum.  Available from July, the new variants will retail at a RSP of £22 for a 70cl bottle, with a 37.5% ABV.

All the new flavours have been carefully crafted so that they can be enjoyed at home – simply with a mixer and garnish, or in a whole host of cocktails.  

Signature serves:

  • Dead Man’s Fingers Lime Rum with ginger beer and a wedge of lime
  • Dead Man’s Fingers Raspberry Rum with lemonade and wedge of lime
  • Dead Man’s Fingers Passionfruit Rum with lemonade and half a passion fruit
  • Dead Man’s Fingers Hazelnut Rum with lemonade and orange

[1] Delivering £3m YOY – Source: Nielsen │ Grocery Multiples │ Total Rum │ MAT to 18.04.20

[2] Source: Nielsen │ Grocery Multiples │ Total Rum │ MAT to 30.11.19

[3] Source: Nielsen │ Grocery Multiples │ Total Rum │ MAT to 30.11.19

[4] CGA BrandTrack Feb 2018 [8]

[5] Kantar Worldpanel Division, GB, Alcovision 31 May 2020 vs LY Off trade occasions