The fourth addition in the brand’s portfolio is infused with natural hemp and CBD, and has hints of cola, coffee, hops and pine, and according to the supplier, is best enjoyed mixed as a ‘Hemp and coke’.

Dead Man’s Fingers Hemp Rum is available in a 70cl format and has an ABV of 40%, with an RRP of £22.

The launch will be supported by a £2m marketing campaign, including outdoor advertising, digital media, partnerships, events and a nationwide sampling campaign.

Lucy Cottrell, brand manager for Dead Man’s Fingers, said: “Flavoured and spiced is the fastest growing rum sub-category, driven by penetration of younger consumers, yet almost a quarter of rum drinkers are frustrated with lack of choice, the highest out of all spirits categories.

“With this launch Dead Man’s Fingers will bring fun back to a category which has become stale in recent years.”

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