New pack and liquid for Sailor Jerry

25 February, 2010

First Drinks has revamped both the liquid and packaging for its Sailor Jerry spiced rum.

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.

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