Drinks company Halewood Wines & Spirits has acquired craft spiced rum brand Dead Man’s Fingers to bolster its premium portfolio.
Based in the UK and founded in 2015, Dead Man’s Fingers is made using a blend of Caribbean rums and claims to deliver notes of saffron, sweet sherry, caramel, vanilla and cinnamon and nutmeg.
It becomes the fourth brand in Halewood’s premium rum portfolio following the additions of Rum Sixty-Six, for which it agreed the import and distribution rights in October 2016; Liverpool Rum, which was launched in December 2016 as a celebration of the docks and shipyards of England’s fifth largest city; and Sadler’s Peaky Blinder spiced rum.
The deal also coincides with fresh interest in the premium tequila category, particularly in North America, following Diageo’s acquisition of the $1 billion tequila brand started by George Clooney, Pernod Ricard buying out the remainder of Avión tequila, and Bacardi’s momentous $5.1 billion play for iconic tequila brand Patrón last month.
Dead Man’s Fingers founder Neythan Hayes said: “While we have achieved success to date through a handful of on and off-trade listings, Halewood’s distribution structure will drive growth and allow more people to enjoy it as much as we do – this is what we’re really excited about.”
Halewood Wines & Spirits chief executive Stewart Hainsworth added: “Our business strategy of investing in premium artisanal spirits is paying huge dividends. We place great importance on the authenticity and quality of the brands.”
© FoodBev Media Ltd 2022
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