Dead Man’s fingers is targeting a “new generation of rum drinkers” with its updated bottle design and newly announced coffee- and coconut-flavoured expressions.

Using the brand’s original spiced rum as its foundation, the new Coconut Rum has a “smooth, slightly sweet coconut,” flavour, while the Coffee Rum offers an “intensely rich coffee aroma”.

Dead Man’s fingers have developed the two new expressions to appeal to drinkers “keen to discover new taste combinations”.

Alongside the launch of its coffee and coconut expressions, Dead Man’s Fingers has unveiled a new “funkier” bottle design.

Aimed at a younger audience, particularly millennials, the design hopes to deliver “great impact and visibility”, especially behind the bar.

James Stocker, marketing director at Halewood Wines & Spirits, said: “We can see from market data and industry trends that there’s a new generation of rum drinkers that want to be associated with brands that are dynamic, fresh, packed with attitude and moving with the times.

“As such, we’ve developed intriguing flavors that are inspiring and versatile to both consumers and the trade, and designed bold new packaging that we’re confident will draw our target audience into this evolving rum category.”

Read more at source: The Spirits Business