Dead Man’s Fingers moves into RTDs with trio of canned drinks

Halewood-owned rum brand Dead Man’s Fingers has launched a trio of 5% abv ready-to-drink cans.

They are: Spiced Rum & Cola, Spiced Rum & Ginger Beer and Passion Fruit Rum & Lemonade (rsp: £1.99/330ml).

The convenient on-the-go format would open up “a host of new opportunities for consumers to enjoy Dead Man’s Fingers rums”, said the brand.

Dead Man’s Fingers global marketing manager Rachel Adams said the brand had seen “huge success within the rum category with our spiced and flavoured variants”.

The launch of an RTD format was “a natural next step for our brand, particularly as we enter into the summer months when convenience is key”, said Adams.

It represented “a great opportunity to introduce new shoppers to the rum category, and ultimately upsell to the larger 70cl bottle format for increased basket spend”, she added.

It comes as the brand has spent recent months making concerted efforts to expand beyond its spiced rum heartlands.

Earlier this year, it launched its first tequila, which it followed up with a duo of tequila-based cream liqueurs last month.