Rum is the Next Big Thing

ASDA shakes up rum offering with Dead Man’s Fingers

Rum is having its moment and it’s Millennials fuelling the boom with 80% of 25-34 year olds regularly enjoying a tipple.

ASDA is embracing this shift away from the staid pirate and palm tree connotations – to appeal to this new wave of rum fans, with Dead Man’s Fingers, a new type of spiced rum created in Cornwall, which already has a cult following in the South West and is now a proving a pull UK-wide.

Founded in St Ives’ Rum & Crab Shack, Dead Man’s Fingers is a premium Caribbean rum with less sweetness and more ‘punch’ than other spiced rums.

Its founder, ‘Cornish Ron’ promises Dead Man’s Fingers is the most versatile spiced rum on the market, suitable for sipping, mixing and as a cocktail base. So at just £22 for a 70cl bottle, this is amazing value too.

Sales of spiced rum have grown 9% in the last 12 months, versus just 3% for the entire rum category[2]. Lucy Cottrell, brand manager, Dead Man’s Fingers says: “Spiced rum is seeing massive growth due to the versatility it brings to drinks. The spices add a unique dimension to cocktails and long drinks and appeal to those that may be hesitant in trying a different type of spirit to what they traditionally drink.

“Dead Man’s Fingers is giving this new generation of rum drinkers something edgy, something better – it’s a world away from ‘pirate plonk’ stereotypes. Rum is on the up with a growing premium category – the Millennial generation is opting for quality over quantity.”

Dead Man’s Fingers can be mixed with any soft drink including pineapple juice, ginger beer, grapefruit juice, fresh lime, cranberry and apple juice as well as the more traditional cola and lemonade.

Ron N’ Ginger


  • Dead Man’s Fingers spiced rum
  • Lamb & Watt Ginger Ale
  • Fresh lime wedges


  1. Build over cubed ice in a highball glass
  2. Serve with the lime wedges.

Dead Man’s Fingers is available in ASDA stores nationwide, £22, 70cl.