Cornish spiced rum brand Dead Man’s Fingers is releasing a cannabis-infused Hemp Rum.
Dead Man’s Fingers aims to tap into the interest and growth in legal cannabis and CBD in the UK and beyond.
The company says the Hemp Rum gives “hints of cola, coffee, hops and pine with a grassy herbal back note, and is best enjoyed mixed as a ‘Hemp & Coke’.”
Dead Man’s Fingers Hemp Rum is available in a 70cl format. It is bottled at 40% ABV and comes with an RRP of £22.
The launch is being supported by a £2million marketing campaign, with a first trade outing at Imbibe Live, followed by a launch event at the end of July, along with 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.
“As a brand, Dead Man’s Fingers has always been about challenging category norms and innovating.
“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.
“With this launch Dead Man’s Fingers will bring fun back to a category which has become stale in recent years.”
Cannabis infused drinks are already worth US$200m (£160m) globally, according to an analysis by Fact.MR.