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.




Bookmark this


Site Search

COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter