Sailor Jerry Spiced Rum has revealed a new bottle design to enhance the brand’s on-shelf standout and to honour tattoo legend Norman “Sailor Jerry” Collins.

The spiced rum, which was originally created to honour the tattooist, now has imagery and iconography to further highlight the man behind the brand.

The revamped bottle recalls classic elements of Norman ‘Sailor Jerry’ Collins’ legendary tattoo parlour, including images of Hawaii and the Diamond Head volcanic turf. The label also features the Hula girl, a signature piece of Collins’ tattoo artwork representing the sailors that visited Hawaii during their time in the Navy. The back label communicates his iconic story.

Chin Ru Foo, global brand director, 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.”