Dead Man's Fingers Super Spiced Rum, 70cl

Product Information

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 producer said that neither the design nor brand name was threatening, violent, aggressive or dangerous or encouraged such behaviour. Phone: 1300 300 640 (Monday to Friday 8:30am - 9pm AEST; Saturday 9am - 9pm AEST; Sunday 10am - 8pm AEST)

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

Phone: 1300 308 833 (Monday to Friday 8:30am - 9pm AEST; Saturday 9am - 9pm AEST; Sunday 10am - 8pm AEST)Six years of aging in oak barrels gives this rum a deep smokiness and buttery vanilla quality with a full-bodied, rounded finish. Familiar notes of caramel, orange, and nutmeg are still prominent, while warming oak, cinnamon, and ginger have been turned up to eleven.

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

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. 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 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. 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. 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.” – comment provided at the discretion of PG to retain and publish.

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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. This case shows that producers can be edgy to appeal to their customers as there was no association with dangerous behaviour.”

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

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). 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. A copy of the full decisions is available here and here.

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, the complainant pointed to the depiction of a skull on fire which they felt linked the product with danger. In the absence of any imagery or written references to danger or dangerous activities the Panel concluded that the product did not breach Code rule 3.2(b). Phone: 1300 366 084 (Monday to Friday 8:30am - 9pm AEST; Saturday 9am - 9pm AEST; Sunday 10am - 8pm AEST)