Dead Man's Fingers launches fruity new expression

Spiced rum brand Dead Man's Fingers is getting fruity with the newest addition to its range.

Its Pineapple Rum is flavoured with roasted and candied pineapple, soft brown sugar and nutmeg with hints of aniseed and lime. Its release follows rapid growth in global sales for Dead Man's Fingers, which were up 570 per cent in 2019.

The new expression is designed to tap into current cocktail trends: it was informed by CGA research that showed pineapple is the fourth most popular cocktail flavour and is designed to mix well with lemonade, the most popular spirit mixer.

It is the latest flavoured spirit in the Dead Man's Fingers range, which includes coconut, coffee and hemp expressions alongside its original spiced rum.

Lucy Cottrell, brand manager for rum at Halewood Wines and 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 new generation of adventurous and artisanal drinkers who are now looking to other categories for something more exciting to try.

"While 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."

The 37.5% ABV Pineapple Rum goes on sale from Thursday, 20 February with a recommended sale price of £22 for a 70cl bottle.

Dead Man's Fingers says the rum's tasting profile suits it to simple serves such as the Tropical Lemonade, with lemonade, ice and lime wedges.

18 February 2020 - Bethany Whymark