Halewood Artisanal Spirits is shaking up the rum category by making its Dead Man’s Fingers Banana Rum a permanent line, on sale now with an RRP of £22.

The Dead Man’s Fingers Banana Rum was first launched as part of a series of limited-edition varieties in the run up to Christmas, but is back as a permanent addition to the line-up.

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The rum features vanilla and banana flavours with caramel and honey, packaged in a premium yellow bottle with Dead Man’s Fingers branding.

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 the fastest growing flavoured spiced rum brand.

“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 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.

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“Plus, following the success of it in the run up to Christmas, we know that there’s significant demand out there, and are therefore confident that it’ll provide a strong sales opportunity for retailers over the coming months,” he added.