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 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. 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. Affiliate links don’t offer you a discount unfortunately, but do help to support my channel by paying me a very small teeny commission.

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

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. Regarding the Spiced Rum, the complainant pointed to the depiction of a skull on fire which they felt linked the product with danger. 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 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 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.

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

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 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. 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. The producer said that neither the design nor brand name was threatening, violent, aggressive or dangerous or encouraged such behaviour.

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 then considered whether the product design placed undue emphasis on the higher alcoholic strength of the 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. 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. Six years of aging in oak barrels gives this rum a deep smokiness and buttery vanilla quality with a full-bodied, rounded finish.

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

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 it respectfully disagreed that the Super Spiced Rum was in breach of rule 3.Pour into a glass filled with ice cubes and slowly drizzle over a teaspoon of Grenadine and decorate with a cocktail umbrella. 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.