Dead Man's Fingers Super Spiced Rum, 70cl

Product Information

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. A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour. 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 further explained that the name was created in association with the Crab Shack Bar in Cornwall.

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

b), that a drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour. 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. The company then explained that whilst the colour of the bottle was dark, the lettering was overtly bright and playful, and that there was no reference to the word ‘danger’ within the product.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 company explained that the skull design varied for limited-edition products to contrast them with its ‘standard’ range of products. Affiliate links don’t offer you a discount unfortunately, but do help to support my channel by paying me a very small teeny commission. DMF’s edgy design is integral to the success of the brand and often these good intentioned processes are open to abuse, by less successful competitors under a disguise of a consumer.

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

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 Panel examined the skull on the front of the bottle and considered that the design was dark and sinister.Produced by Halewood Artisanal Spirits plc the complaint for both products was made in relation to rule 3. The Panel noted that the product had an alcoholic strength by volume (ABV) of 43% which was higher than the minimum 37.

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

Regarding the Spiced Rum, the complainant pointed to the depiction of a skull on fire which they felt linked the product with danger. 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. Familiar notes of caramel, orange, and nutmeg are still prominent, while warming oak, cinnamon, and ginger have been turned up to eleven.The Panel considered that the word ‘danger’ in and of itself did not go far enough to create an association with a type of dangerous behaviour and noted the distinct difference between ‘danger’ in principle and an association with behaviour that would be considered dangerous before or after alcohol consumption. 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. However, the Panel noted that there was an absence of pirate imagery and that the product did not make an obvious link to pirates or create an association with a dangerous lifestyle. The company highlighted that spice was regularly depicted by flames on both food and drinks packaging and was intended to reflect the hot nature of the spice. 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.

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

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. Six years of aging in oak barrels gives this rum a deep smokiness and buttery vanilla quality with a full-bodied, rounded finish.The Panel acknowledged that it was common for flames to be used to depict ‘heat’, however, the Panel also considered that the connotations of the skull on the bottle went further than this. 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. A complaint by a member of the public against Dead Man’s Fingers Super Spiced Rum and Dead Man’s Fingers Tequila Reposado was not upheld by the alcohol industry’s Independent Complaints Panel (ICP). 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.