Halewood has announced that spiced rum brand Dead Man’s Fingers is now available in a new 1.75-litre bottle for six of its popular flavoured variants.
Dead Man’s Fingers is now the No.1 premium rum contributing to total rum growth, delivering £11.2 million year on year, and is the fastest growing spiced/flavoured rum family within the top 10 performing brands (Nielsen).
The new bottle format (rsp £50), which is 2.5 times larger than the traditional 70cl format, has been created in response to ongoing demand from fans across the brand’s social media channels. The move sees Dead Man’s Fingers Spiced, Pineapple, Mango, Raspberry, Passionfruit and Lime all available in the new, larger size.
Samantha Caulfield, brand manager, comments: “As the popularity of flavoured rum continues to grow, we’ve seen strong results for the Dead Man’s Fingers range, and fantastic engagement with the brand.
“Our new 1.75-litre bottles are the perfect sharing size for barbecues and big nights in, whether that be with a simple mixer, or as a base for a range of tasty cocktails. Therefore, as we begin to approach the spring/summer season we’re confident that this hugely versatile and much loved range in the new 1.75-litre format will provide retailers with a significant sales opportunity.
“As a business, we are actively encouraging retailers and online business to adopt the 1.75-litre bottles for a number of reasons. Already a popular format in the US, the 1.75-litre format uses 30% less glass versus a standard 70cl bottle. In turn, less packaging also means fewer trips to the retailer or deliveries by online businesses to the consumer. These savings can then be passed onto the consumer, by lowering the total retail price per 100ml.”Published Date: February 26, 2021