Dead Man’s Fingers unveils new Pineapple Rum

Premium spiced rum brand Dead Man’s Fingers has introduced its new Pineapple Rum.

On sale from February 2020, the new flavour has hints of sweetness from roasted and candied pineapple, soft brown sugar and nutmeg. This is shaken up with aniseed and a subtle citrus kick of lime to create an original take on flavoured rum.

The launch follows rapid growth of over 570 percent in global volume sales of the Dead Man’s Fingers brand last year.

“Sales of our Original Dead Man’s Fingers Spiced Rum flavour rocketed by 286 percent last year in the UK, making us the fastest growing spiced and flavoured rum and the biggest contributor to total rum growth by any premium rum brand,” said Lucy Cottrell, brand manager for rum at Halewood Wines & Spirits.

“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.”

With the pineapple flavour, the brand aims to tap into booming cocktail trends. CGA market data shows that four out of the top 10 mainstream cocktails are rum based, with pineapple proving the fourth most popular cocktail flavour and Piña Colada ranking as the third most mixed rum cocktail.

“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,” Cottrell added.

Dead Man’s Fingers Pineapple Rum retails at a RSP of £22 for a 70cl bottle, 37.5% ABV. The drink  joins three other flavours in the premium rum range including Coconut, Coffee and Hemp, as well as the original Spiced Rum.