DEAD Man’s Fingers has entered the ready to drink category with the launch of a new canned range.
The new RTD range comprises three variants, combining popular mixers with the brand’s rums.
Shoppers can choose between Spiced Rum & Cola, Spiced Rum & Ginger Beer, and Passion Fruit Rum & Lemonade flavours.
All three variants are 5% ABV and available in a 330ml can, priced at £1.99 RRP.
Halewood Artisinal Spirits, the firm behind Dead Man’s Fingers, reckons the RTDs will help to introduce the brand to more consumers, thereby boosting Dead Man’s Fingers spirit sales in the process.
Rachel Adams, global marketing manager for Dead Man’s Fingers, said: “We’ve seen huge success within the rum category with our Spiced and Flavoured variants, which continue to attract incremental shoppers into rum and grow the category.
“The launch of our new RTD format is a natural next step for our brand, particularly as we enter into the summer months when convenience is key, so we’re excited to be able to offer that delicious Dead Man’s Fingers taste in a handy new format.
“For retailers, it’s also a great opportunity to introduce new shoppers to the rum category, and ultimately upsell to the larger 70cl bottle format for increased basket spend.”