CGA market data shows that four out of the top 10 mainstream cocktails are rum-based, with pineapple proving the fourth most popular cocktail flavour and Piña Colada ranking as the third most mixed rum cocktail.
The “bold but smooth” pineapple rum is said to have hints of sweetness from roasted and candied pineapple, soft brown sugar and nutmeg.
This is shaken up with aniseed and a subtle citrus kick of lime to create an original take on flavoured rum.
Halewood Wines & Spirits rum brand manager Lucy Cottrell said: “Consumers want fresh, contemporary tastes and diversity in flavours.
“This has caused decline in some of the more traditional spirit categories like white rum and is leading to a whole new generation of adventurous and artisanal drinkers who are now looking to other categories for something more exciting to try.”
Stand out from the crowd
She added: “This is why we’re seeing massive growth in Dead Man’s Fingers. We’re meeting demand for innovative flavours, which are packaged in boldly designed bottles that stand out from the crowd.”
The taste profile of Dead Man’s Fingers Pineapple Rum means it’s ideal for satisfying cocktail trends of simple serves and light refreshing tastes.
The new flavour follows rapid growth of more than 570% in global sales of the Dead Man’s Fingers brand last year, according to Halewood Wines & Spirits, and sees ‘pineapple discover its dark side’.
Cottrell continued: “Sales of our original Dead Man’s Fingers Spiced Rum flavour rocketed by 286% last year in the UK, making us the fastest growing spiced and flavoured rum, and the biggest contributor to total rum growth by any premium rum brand.
“While our extended flavoured rum range now accounts for a growing and significant share of total sales for the brand, the addition of pineapple will drive further intrigue towards the rum category.”