By Suzan Ryan, editor bars&clubs

William Grant & Sons has unveiled a new look for its premium spiced rum, Sailor Jerry. The new bottle design was developed to reinforce the brand’s premium credentials, heritage and personality while providing more visual appeal on the retail shelf and the back bar.

While the liquid remains unchanged, the new design is an evolution of the previous look with clearer cues to Norman ‘Sailor Jerry’ Collins, the father of old-school tattooing.

The bottle neck is now embossed with the brand anchor and dates, while the front label has been split into two sections to offer prominence to the hula girl imagery and script. A new bottle shape was introduced to enhance eye recognition.

Inspired by the famous tattoo artist, six new Sailor Jerry pin-up girls have been added to the inside front label of the bottle. Brand fans already remove the label to collect the existing range and the new pack includes a new, removable label so that Sailor Jerry fans can easily continue their collections with the new artwork. 

Says marketing controller for Sailor Jerry, Jack Pollock: “Sailor Jerry Spiced Rum was developed to continue the legacy of Norman ‘Sailor Jerry’ Collins and was inspired by his era, when goods were made by hand.

“The changes were made to ensure Sailor Jerry remains prominent in the on and off-trade sectors.”

The new bottle is available from October and will join a global roll out of the new packaging.


The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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