Dead Man’s Fingers is tapping into interest in Cannabis and CBD products with the launch of a Hemp Rum.

The fourth addition to the brand’s portfolio is infused with natural hemp and CBD and delivers “one of the most intriguing and exciting taste profiles in the category” and its aroma is said to give hints of cola, coffee, hops and pine.

The launch is being supported by a £2 million marketing campaign and the brand will be packaged in a 70cl format, with a recommended price tag of £22.

Lucy Cottrell, brand manager for Dead Man’s Fingers, said: “Flavoured and spiced is the fastest growing rum sub-category (+10.9% in the last year²), 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.”