With cannabidiol (CBD) soaring in popularity in recent months, it comes as no surprise that drinks firms are taking giant leaps and bounds into the market – evident with Dead Man’s Fingers snapping up the opportunity with its Hemp Rum.
Infused with natural hemp and CBD, their expression is said to give an aroma with “hints of cola, coffee, hops and pine with a grassy herbal back note".
Typically found in the northern hemisphere, hemp is a strain of the Cannabis Sativa species and is possibly one of the earliest plants to be cultivated – with remains discovered in Japan dating back to 8000 BC.
The rum, which is bottled at 40% ABV, is the fourth addition to the brand’s portfolio which includes spiced, coconut and coffee creations.
Lucy Cottrell, brand manager for Dead Man’s Fingers, spoke of her excitement ahead of its release.
“As a brand, Dead Man’s Fingers has always been about challenging category norms and innovating,” she said.
'Dead Man's Fingers Hemp Rum'
“Dead Man’s Fingers Hemp Rum is an exceptional spirit that pushes the boundaries where others haven’t dared and fulfils rum drinkers very clear expectations for something more exciting and experimental.”
Supported by a £2m marketing campaign, a high-profile launch at the end of the month will be magnified by out-of-home advertising, digital media, partnerships, events and a nationwide sampling campaign.
Cottrell concluded: “With this launch, Dead Man’s Fingers will bring fun back to a category which has become stale in recent years.”