Dead Man's Fingers Super Spiced Rum, 70cl

Product Information

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. 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.

Dead Man’s Fingers products not upheld Complaint against Dead Man’s Fingers products not upheld

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. 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 company explained that the skull design varied for limited-edition products to contrast them with its ‘standard’ range of products. The Panel then considered whether the product design placed undue emphasis on the higher alcoholic strength of the product. 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. 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.

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

A product’s lower alcoholic strength may be emphasised proportionately when it is below the average strength for similar beverages. The Panel examined the skull on the front of the bottle and considered that the design was dark and sinister. Familiar notes of caramel, orange, and nutmeg are still prominent, while warming oak, cinnamon, and ginger have been turned up to eleven. 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. 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 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. 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. The company stated that it respectfully disagreed that the Super Spiced Rum was in breach of rule 3. 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.

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

The Panel considered the producer’s response to the complaint which stated that flames were often used on food and drinks packaging to indicate that a product contained ‘hot’ 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. The Panel also considered that rum sometimes had an association with pirates and that they were often depicted as leading a dangerous lifestyle. The complaint related to the colour contrast in the letters of the name Dead Man’s Fingers Tequila Reposado to show the word DANGER.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.