Dead Man’s Fingers has launched two new expressions to join the brand’s original Spiced Rum.

The new premium liquids, a rich Coffee Rum and smooth Coconut Rum, also boast a punchy new bottle and packaging design, aimed at targeting a new generation of rum drinkers.

Originally created at The Rum & Crab Shack in St. Ives, Cornwall, and recently acquired into Halewood, Dead Man’s Fingers is an inspired blend of premium Caribbean rums, resulting in a smooth taste and a balance of sweetness and spice.

Using the original Spiced Rum as a foundation with flavours of saffron cake and The Rum & Crab Shack’s own Pedro Ximenez sherry ice cream, the Coconut Rum rounds off with smooth, slightly sweet coconut, while the Coffee Rum offers an intensely rich coffee aroma, which remains prominent when blended with mixers. Both have been developed to appeal to drinkers keen to discover new taste combinations.

Setting out to challenge category conventions, the brand’s new funkier bottle and packaging design conveys its irreverence and sense of individuality. Aimed at a younger audience, particularly millennials, who are driving the growth and reappraisal of the rum category, the design delivers great impact and visibility, especially behind the bar, which is currently the leading factor in the trial of new liquids (CGA Consumer Panel September 2017).

Dead Man’s Fingers Spiced Rum, Coffee Rum and Coconut Rum are all bottled at 37.5% ABV and available in 70cl and 5cl formats, with an RRP of £22. The new editions are currently stocked at LWC Drinks, HB Clark, St Austell and numerous other on and off trade accounts.

James Stocker, marketing director at Halewood Wines & Spirits, said: “We can see from market data and industry trends that there’s a new generation of rum drinkers that want to be associated with brands that are dynamic, fresh, packed with attitude and moving with the times. As such, we’ve developed intriguing flavours that are inspiring and versatile to both consumers and the trade, and designed bold new packaging that we’re confident will draw our target audience into this evolving rum category.”