The company described the spirit as “more rounded and less sweet”, while the pack 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.
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 it’s inspiration.
“This is a really exciting change for the brand which ensures that 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.