Sailor Jerry Spiced Rum (William Grant & Sons) is launching a bold new bottle design with iconography and imagery that further highlight the life and times of Norman “Sailor Jerry” Collins, a Navy vet who built his reputation inking soldiers and sailors in WWII-era Honolulu, where he established his now legendary tattoo parlor.
The revamped bottle recalls classic elements of his famous Hotel Street shop business card, with images of Hawaii and the Diamond Head volcanic turf. The label also features the Hula girl, a signature piece of Collins’ tattoo artwork representing those sailors that have visited Hawaii during their time in the Navy. The back of the bottle communicates Collins’ story, honoring his legacy and philosophy to live life on your own terms.
Additional updates to the new bottle design include a larger Sailor Jerry script logo on a strong, black circle background, making it boldly visible on any store shelf, back bar or drinks cabinet shelf. The outer shipper will be updated to mirror the new look of the bottle.
“Norman Collins is an inspiration to many and had a tremendous effect on future generations,” said Chin Ru Foo, Global Brand Director. “We at Sailor Jerry Spiced Rum, the brand that today bears his name, celebrate his life, his ethos, and his passions, in everything we do. The evolution of the bottle to include classic iconography and imagery is designed to share Norman’s story in a more meaningful, and personal, way with the world.”