Dead Man’s Fingers to launch CBD-infused hemp rumBy Eleanor Field
Embracing the global interest in Cannabis and CBD, Cornish spiced rum brand Dead Man’s Fingers is launching one of the drinks industry’s first hemp rums.
Infused with natural hemp and CBD said to give an aroma with “hints of cola, coffee, hops and pine with a grassy herbal back note,” the rum will be the fourth addition to the brand’s portfolio which includes spiced, coconut and coffee creations.
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 8000BC.
Brand Manager for Dead Man’s Fingers, Lucy Cottrell, said: “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.”
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.
Available in 70cl format and bottled at 40% ABV, Dead Man’s Fingers Hemp Rum will be priced at £22 per bottle.