Halewood Artisanal Spirits has created a 1.75-litre bottle format for six of its Dead Man’s Fingers spiced rums following consumer demand.
The new larger bottle size will be available across Dead Man’s Fingers Spiced, Pineapple, Mango, Raspberry, Passionfruit, and Lime rums. The bottles are two and a half times bigger than the traditional 700ml format.
Halewood said the new size was released following ‘ongoing demand’ from consumers across the brand’s social media channels.
Samantha Caulfield, brand manager for Dead Man’s Fingers, said: “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. For some time now, fans across our social media channels have been calling out for us to introduce a larger format, so we’re naturally very pleased to announce this latest news.
“Our new 1.75l 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 1.75l format will provide retailers with a significant sales opportunity.”
According to Halewood, Dead Man’s Fingers is now the number one premium rum contributing to total category growth, delivering £11.2 million (US$15.8m) year on year. It is also the fastest growing spiced/flavoured rum brand within the top 10 performing brands.
The new 1.75-litre bottles are priced at £50 (US$71) each.
Via The Spirits Business