Halewood Wines & Spirits-owned spiced rum brand Dead Man’s Fingers has launched a pineapple-flavoured variant.
With an ABV of 37.5%, the spirit is said to feature hints of sweetness from roasted and candied pineapple, soft brown sugar and nutmeg.
Halewood, which acquired the brand in 2018, said the new variant taps into “booming cocktail trends”.
“Consumers want fresh, contemporary tastes and diversity in flavours,” said Lucy Cottrell, brand manager for rum at Halewood Wines & Spirits. “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.”
Other rum variants in the Dead Man’s Fingers range include coconut, hemp, and coffee. The brand posted a 574% sales volume increase last year.
Cottrell added: “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.”
The pineapple rum is now available with a recommended retail price of £22 for a 70cl bottle.
Last month, Halewood secured a deal to acquire a 48% share in Polish spirits brand Vestal Vodka. Other brands in the Halewood portfolio include Bajan Rum Sixty Six, Gelston’s Irish Whiskey and Crabbie Whisky.
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