Dead Man's Fingers Super Spiced Rum, 70cl

Product Information

The complaint related to the colour contrast in the letters of the name Dead Man’s Fingers Tequila Reposado to show the word DANGER. 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. 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.

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

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.Familiar notes of caramel, orange, and nutmeg are still prominent, while warming oak, cinnamon, and ginger have been turned up to eleven. However, the Panel considered that in this instance, the skull was reminiscent of imagery used in horror films and created an edgy brand feel to appeal to its target market of young adults. The company stated that the design was playful, which was in-keeping with the brand name and that it was its opinion that it was in no way threatening, violent, aggressive or dangerous and that the references to folklore could not be deemed to be anti-social or encourage illicit or illegal behaviour. 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 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 Man’s Fingers Super Spiced Rum - Portman Group » Dead Man’s Fingers Super Spiced Rum - Portman Group

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 reiterated that the imagery was a play on folklore and a depiction of historical mythology related to ‘dead man’s fingers. 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.

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. 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 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. Pour into a glass filled with ice cubes and slowly drizzle over a teaspoon of Grenadine and decorate with a cocktail umbrella. 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.

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

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).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

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 producer stated that the Dead Man’s Fingers range was generally edgy and bold and that the name of the brand related to the inedible part of a crab, which in folklore would lead to the death of someone who consumed them.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. 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 Panel discussed skull imagery more generally and noted that a skull and cross bones was sometimes used in popular culture to indicate danger or a warning.