Last Updated on March 26, 2021 by Novotaste
Dead Man’s Fingers Banana Rum (37.5% ABV) made its debut as part of a series of limited edition variants in the run up to Christmas.
Following a ‘hugely positive’ response from consumers, the rum has now become a permanent addition to the range.
The rum offers a nose of sweet vanilla and banana, with hints of caramel and honey.
Sam Caulfield, brand manager for Dead Man’s Fingers, said: “The flavoured and premium rum category is continuing to see strong growth, with Dead Man’s Fingers now being the fastest-growing flavoured/spiced rum brand [MAT data to 1 February 2021].
“As we approach the summer season there’s a huge opportunity to tap into this trend with new tropical fruit flavours such as banana, which is a key flavour trend for 2021 with consumers seeking out holiday-style drinks.
“This delicious new addition is perfect for creating summer cocktails such as Banana Daiquiris or a lighter version of a Pina Colada, using the Dead Man’s Fingers Banana Rum mixed with coconut water and pineapple juice.
“It also tastes great paired with simple mixers such as cola, pineapple soda, ginger ale or Appletiser.”
Caulfield said the rum will provide a “strong sales opportunity for retailers in the coming months”.
Dead Man’s Fingers Banana Rum is available to buy now, priced at RRP £22 (US$30) per 700ml.