Dead Man's Fingers adds new pineapple flavour

Dead Man’s Fingers is adding a Pineapple Rum to its collection.

The new flavour, which is going into stores this month, will see “pineapple discover its dark side”, according to brand owner Halewood Wines & Spirits.

The “bold but smooth” Pineapple Rum has hints of sweetness from roasted and candied pineapple, soft brown sugar and nutmeg. In addition there are flavours of aniseed and a “subtle citrus kick” of lime.

The producer said the line extension was driven by plans for the brand to tap into booming cocktail trends. It said CGA market data shows four out of the top 10 mainstream cocktails are rum based, with pineapple proving the fourth most popular cocktail flavour and Pina Colada ranking as the third most mixed rum cocktail.

The launch follows the success of last year’s Dead Man’s Fingers Hemp Rum, which now has national listings in Sainsbury stores.

Lucy Cottrell, brand manager for rum at Halewood Wines & 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 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 are seeing massive growth in Dead Man’s Fingers. We are meeting demand for innovative flavours, which are packaged in boldly designed bottles that stand-out from the crowd.

“Sales of our Original Dead Man’s Fingers Spiced Rum flavour rocketed by 286% 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. 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.

She added: “Lemonade is the most popular spirits mixer, with one in two consumers choosing it over other available options. We created Dead Man’s Fingers Pineapple Rum with this in mind and have developed the Tropical Lemonade as a hero serve, which will prove a hit throughout the Spring and Summer.”

The new Pineapple Rum will retail at £22 per 70cl bottle and it joins others in the range including Coconut, Coffee and Hemp, as well as the original Spiced Rum.

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