Sailor Jerry has unveiled a new look for its premium spiced rum. The new bottle design was developed to reinforce the brand’s premium credentials, heritage and personality. While the liquid remains unchanged, the new design is an evolution of the previous look with clearer cues to Norman ‘Sailor Jerry’ Collins, the father of old-school tattooing. The bottle neck is now embossed with the brand anchor and dates, while the front label has been split into two sections to offer prominence to the hula girl imagery and script. A new bottle shape was introduced to enhance eye recognition. Inspired by the famous tattoo artist, six new Sailor Jerry pin-up girls have been added to the inside front label of the bottle. Brand fans already remove the label to collect the existing range and the new pack includes a new, removable label so that Sailor Jerry fans can easily continue their collections with the new artwork.