Dead Man's Fingers 40% ABV Hemp Rum, 70 cl

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The firm said the word ‘joint’ was a slang term for a place or establishment, and was used in the advert in reference to a bar, pub or retail outlet; the use of ‘munchies’ in the ad referred to hunger generally felt after drinking alcohol; and ‘dealers’ was a slang term for someone who bought or sold any type of goods or products. As such, the ASA has told Halewood International the ads cannot appear again in their current form, and any future advertising much not link alcohol to illicit drugs or suggest the ability to change a person’s mood.

In its defence, Dead Man’s Fingers owner Halewood International said it had adopted “commonly used slang words” but did not believe that linked its product to cannabis.

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It also argued that the colour, content and imagery in the adverts were “adult in tone and nature” and therefore not likely to appeal to those under 18. Thirdly, the trade magazine advert, published in July 2019, stated “dealers wanted” and featured a bottle of Dead Man’s Fingers Hemp Rum. Accompanying text said: “Dead Man’s Fingers has crafted a version of their classic Caribbean rum infused with natural hemp and CBD,” along with: “Mixed with coke or ginger ale, it’s delicious, unexpected and always chilled, man.”

When I get a drink like this, I do worry that it’s being sold on its novelty value so tend to be more critical. I needn’t have worried here. The nose is quite sophisticated. There is that distinctive hemp aroma, not strong, but it’s there. It’s like when you walk along the street and you get that unmistakable smell – hello, who’s been smoking? There are floral elements too, with citrus and chocolaty-caramel notes as well. So there. You’re not getting a drink with cannabis in it, otherwise it wouldn’t be on sale in supermarkets up and down the UK. So what are you getting?

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The ASA upheld the complaint that the adverts linked alcohol to illicit drugs, stating those who saw the ads would generally be aware that hemp and CBD were derived from the cannabis plant. The third complaint was also upheld after the ASA reiterated that adverts must not imply that alcohol has therapeutic qualities, which it believed Dead Man’s Fingers did with the use of “it will quite literally blow your mind” – deemed to be an indication that the product would change someone’s behaviour. It’s totally worth trying on its’ own or mixed with a cola. It’s a fantastic rum from Cornwall and contributes to making my favourite biscuit in the range. It also said consumers would understand the slang terms used in the ads to be in reference to cannabis: “a joint” would be associated with a cigarette containing cannabis; “munchies” would be a reference to hunger felt after consuming cannabis; and due to the shape of the cigarette being smoked by the skull in the second post, consumers were likely to assume this contained cannabis. Part of the Cannabis family, hemp or more specifically industrial hemp, is grown for it’s stem fibres. They’re incredibly strong and used to make room and fibreboard among other things. The seeds also contain oil, which can be extracted.