Sailor Jerry Spices Up Category With New Bottle

William Grant & Sons has unveiled a new look for its premium spiced rum, Sailor Jerry. The new bottle design has been developed to reinforce the brand’s premium credentials, authentic heritage and personality and provide clearer standout on shelf in retail and on 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 iconic brand anchor and dates. The front label has also been split into two sections to allow more prominence of the hula girl iconography and script, whilst highlighting the proof and style, bold and smooth. A new bottle shape has also been introduced, ensuring the brand is clear and recognisable amongst its competitors.

Inspired by the famous tattoo artist, six new Sailor Jerry pinup 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.

Senior Brand Manager for Sailor Jerry, Riana Gallagher commented: “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 and people had a stronger sense of pride in their work. The new packaging has been introduced to align the brand’s look and old school feel with the premium, authentic nature of the spirit.”
“In a competitive category, the changes have been made to ensure Sailor Jerry remains prominent in the on and off-trade sectors and reflect the values of craftsmanship, independence and originality Sailor Jerry was built on.”

In the off-trade, spiced rum now accounts for a quarter of all rum and is the fastest growing sub-category by value, while in the on-trade, value sales of spiced rum have almost doubled in the last two years, adding £50m to the category. Sailor Jerry is the number two spiced rum in the UK on and off-trade.

The new Sailor Jerry bottle will be available from September and joins a global roll out of the new packaging. In the UK, the recommended retail price remains £22.00.