dead man's fingers RTD

Dead Man’s Fingers is moving into the ready-to-drink (RTD) category with three new launches.

Spiced Rum & Ginger Beer, Spiced Rum & Cola and Passion Fruit Rum & Lemonade each have a 5% ABV and are available now in 330ml cans with an RRP of £1.99.

The supplier says the new formats provide an opportunity for the brand to pick up more on-the-go sales as well as attract shoppers to the brand’s established formats via upselling.

Rachel Adams, global marketing manager at 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.”

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