New Sailor Jerry bottle steps up homage to legendary tattooist


Sailor Jerry 2018

A new bottle design has been unveiled for Sailor Jerry Spiced Rum that enhances the brand’s celebration of legendary tattooist Norman “Sailor Jerry” Collins.

While the liquid has not been changed, the revamped bottle recalls classic elements of the business card of Collins’ famous Hotel Street tattoo parlour in Honolulu during World War Two, with images of Hawaii including the Diamond Head volcanic tuff.

The label also features the Hula girl, a signature piece of Collins’ tattoo artwork representing those sailors that visited Hawaii during their time in the navy. The back of the bottle communicates Collins’ story, honouring his legacy and philosophy to live life on your own terms.

Additional updates to the design include a larger Sailor Jerry script logo on a strong, black circle background, making it boldly visible on the back bar. After being released in the USA, it will come to the UK in May, distributed by William Grant & Sons UK.

Chin Ru Foo, global brand director for Sailor Jerry Spiced Rum, said: “Norman Collins is an inspiration to many and had a tremendous effect on future generations. 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.

“We are excited to share this bold new look with our ever-expanding Sailor Jerry community, and look forward to celebrating with them throughout the year.”

Born in 1911, Norman “Sailor Jerry” Collins found his passion for tattooing while travelling round the US. At 19, he joined the US Navy where he was exposed to the art and culture of south-east Asia. After his naval service, Collins made WWII-era Honolulu his home and continued honing his skills as a tattoo artist.

Sailors on shore leave in Honolulu would wait in line for hours outside the Hotel Street tattoo shop to be inked by the master himself. Collins also became a licensed skipper of a large three-masted schooner, played the saxophone in his own band, and frequently hosted a radio show. He died in 1973 but his legend was celebrated with the launch of the spiced rum in 2000.

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