Dead Man's Fingers Super Spiced Rum, 70cl

Product Information

The company reiterated that the imagery was a play on folklore and a depiction of historical mythology related to ‘dead man’s fingers. The company stated that in this instance, the design of the skull was not the standard skull found on other Dead Man’s Fingers products, as this was a limited-edition product. The company then moved on to focus on the design of the bottle and explained that the skull was a characterisation of ‘death’ which was designed to depict the consumption of the finger-like gills inside a crab, also known as ‘dead man’s fingers’, which according to folklore meant that if they were eaten, then the consumer would die.

Dead Mans Fingers Spiced Rum 700mL - First Choice Liquor Dead Mans Fingers Spiced Rum 700mL - First Choice Liquor

The Panel also noted that the back label detailed the product’s Cornish heritage and that the reference to a super spiced Zombie was a cocktail name. a), that a drink, its packaging and any promotional material or activity should not in any direct or indirect way give the higher alcoholic strength, or intoxicating effect, undue emphasis. Commenting on the decision, the Chair of the Independent Complaints Panel, Nicola Williams, said: “We are supportive of producers being creative and using this in all aspects of a product and design, including naming. The company explained that the skull design varied for limited-edition products to contrast them with its ‘standard’ range of products.A product’s lower alcoholic strength may be emphasised proportionately when it is below the average strength for similar beverages.

Dead Man’s Fingers Super Spiced Rum 70cl | VIP Bottles

In conclusion, the Panel considered that whilst the 43% ABV was clear on the front of the bottle this was proportionate and that there were no other visual or written cues that placed undue emphasis on the product’s higher alcoholic strength. The Panel concluded that the overall impression of the bottles did not create an association, either directly or indirectly, with dangerous behaviour, and therefore did not breach Code rule 3. Given that there were no visual or written cues that placed undue emphasis on the product’s higher alcoholic strength, the Panel concluded that the product did not breach Code rule 3.The Panel considered the overall impression conveyed by the product in combination with the skull imagery and noted that no part of the product implied that it was dangerous to consume or implied any potential effect that drinking the product could lead to dangerous behaviour on the part of the consumer.

Dead Man’s Fingers Super Spiced Rum - Portman Group » Dead Man’s Fingers Super Spiced Rum - Portman Group

The Panel noted that the supporting information on the pack sought to emphasise that ‘super’ related to the spices in the rum, rather than the strength of the ABV. The Panel considered whether the highlighted danger in the name was supported by other cues, given that both products had a singular image of different types of skulls. The Panel considered the flaming skull on the front of the bottle, the word ‘super’ and noted the 43% ABV in bold red font on the front of the bottle which was further emphasised by placement on a lime green background. Affiliate links don’t offer you a discount unfortunately, but do help to support my channel by paying me a very small teeny commission.

Regarding the spiced rum product, which incorporated the product’s 43% ABV in red font on the front label, the Panel considered whether this, in combination with the word ‘super’, placed undue emphasis on the product’s higher alcoholic strength. In reviewing both bottles, the Panel considered that the skulls were used to create an edgy brand feel to appeal to its target market of young adults. The company explained that for this limited-edition variant it had chosen red colouring for the skull and flames to make the image bold and to emphasise the ‘Super Spiced’ nature of the product. Both products were considered under the rule regarding association with dangerous behaviour, whilst the rum product was also reviewed as to whether it gave undue emphasis to its higher alcoholic strength. The Panel then considered whether the product design placed undue emphasis on the higher alcoholic strength of the product.

Dead Mans Fingers Spiced Rum Cocktails including Rum Punch 5 Dead Mans Fingers Spiced Rum Cocktails including Rum Punch

In addition to this, the Panel considered the producer’s response which explained that the red flaming skull on the front of the bottle was chosen to reflect the spiced nature of the product and agreed that it was not a reference, either directly or indirectly, to the product’s higher alcoholic strength. A drink, its packaging and any promotional material or activity should not in any direct or indirect way give the higher alcoholic strength, or intoxicating effect, undue emphasis.I saw Deadmans fingers tequila on the shelf in Tesco and I was shocked to see that the letters in the name highlighted the word DANGER – which for an alcohol brand surely can’t be ok. The Panel noted that the product had an alcoholic strength by volume (ABV) of 43% which was higher than the minimum 37. Halewood Artisanal Spirits was invited to comment and said “We agree with the panel’s finding and in our opinion this was never a breach of the code. After discussion, the Panel considered that ‘super spiced rum’ was clearly a reference to the spiced flavour of the product as opposed to the product’s higher alcoholic strength. Six years of aging in oak barrels gives this rum a deep smokiness and buttery vanilla quality with a full-bodied, rounded finish.