iquid and packaging for its Sailor Jerry spiced rum.
It described the new taste as “more rounded and less sweet” and the lime flavour has also been removed “to allow the spices to come through”.
The packaging has been refreshed to reflect the “no-nonsense and straight-talking attitude” of Norman Sailor Jerry Collins, the father of old-school tattooing after whom the brand is named.
The new-look label is printed on brown parchment paper and features Sailor Jerry’s dancing hula girl tattoo more prominently than the original labelling.
Brand manager Gemma Adams said: “Sailor Jerry is flying at the moment but for the long-term future of the brand it’s important to build on the legacy that is its inspiration.This is a really exciting change for the brand which ensures our future is firmly rooted in our past.”?A new brand ambassador, Emma Li Stenhouse, will front a series of sampling dates at regional music events.
There will also be a programme of digital activity behind the brand.