Dealers Wanted: Dead Man’s Fingers Launches Hemp Rum With CBD
Cornish spiced rum brand Dead Man’s Fingers is tapping into the global interest and growth in Cannabis and CBD by launching one of the first Hemp Rums.
Not one to play by the rules, Dead Man’s Fingers has been shaking up the rum category over the past 12 months with its irreverence and sense of individuality. It now aims to break into a macro trend of cannabis infused drinks that is already worth US$200m globally and is gathering speed in the UK.
The fourth addition in the brand’s unique portfolio is infused with natural hemp and CBD and delivers one of the most intriguing and exciting taste profiles in the category.
Golden in appearance, the premium Hemp Rum’s aroma gives hints of cola, coffee, hops and pine with a grassy herbal back note, and is best enjoyed mixed as a “Hemp & Coke”.
Dead Man’s Fingers Hemp Rum is available in a 70cl format. Bottled at 40% ABV to best enhance the herbal flavour of the hemp, it comes with an RRP of £22, providing price parity with the rest of the range.
The launch is being supported by a £2million marketing campaign, with a first trade outing at Imbibe Live, followed by a high profile launch event at the end of July, which will be amplified through out of home, digital media, partnerships, events and a nationwide sampling campaign.
Lucy Cottrell, Brand Manager for Dead Man’s Fingers, said: “Flavoured and spiced is the fastest growing rum sub-category (+10.9% in the last year²), driven by penetration of younger consumers, yet almost a quarter of rum drinkers are frustrated with lack of choice, the highest out of all spirits categories³.
“As a brand, Dead Man’s Fingers has always been about challenging category norms and innovating. Dead Man’s Fingers Hemp Rum is an exceptional spirit that pushes the boundaries where others haven’t dared and fulfils rum drinkers very clear expectations for something more exciting and experimental. With this launch Dead Man’s Fingers will bring fun back to a category which has become stale in recent years.”
- Source: Nielsen Scantrack Data to 05.01.19
- CGA brand track 2018
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