Redesigned Bottle Honors Tattoo Legend Norman “Sailor Jerry” Collins.

Sailor Jerry Spiced Rum, created to honor the Father of American old school tattooing, Norman “Sailor Jerry” Collins, has launched a bold new bottle design with iconography and imagery that further highlights the life and times of Collins. The new and improved packaging, which will contain the same award-winning, 92 proof rum that many have enjoyed for years, will enhance the rum’s dedication to telling and celebrating Collins’ story while building a community of enthusiasts around the globe.

Sailor Jerry Spiced Rum is a straight-up, no nonsense, old-school rum. Generations ago, sailors used to smooth out their rum ration with spices, and Sailor Jerry Spiced Rum follows that same tradition. The result is a rum that is bold and smooth as hell. A Caribbean Rum blended with 100% natural spices and flavors, Sailor Jerry embodies the “All-American” spirit and unapologetic attitude of the rum’s namesake who was noted for saying, “My work speaks for itself.”

Norman “Sailor Jerry” Collins was a Navy vet who built his reputation inking soldiers and sailors in WWII-era Honolulu, where he established his now legendary tattoo parlor. The revamped bottle recalls classic elements of his famous Hotel Street shop business card, with images of Hawaii and the Diamond Head volcanic turf. The label also features the Hula girl, a signature piece of Collins’ tattoo artwork representing those sailors that have visited Hawaii during their time in the Navy. The back of the bottle communicates Collins’ iconic story, honoring his legacy and philosophy to live life on your own terms.

Additional updates to the new bottle design include a larger Sailor Jerry script logo on a strong, black circle background, making it boldly visible on any store shelf, back bar or drinks cabinet shelf. The outer shipper will be updated to mirror the new look of the bottle.

“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.”
– Chin Ru Foo, Global Brand Director, Sailor Jerry Spiced Rum

Sailor Jerry Spiced Rum, new bottle design

Sailor Jerry Spiced Rum

Norman “Sailor Jerry” Collins was born on January 14th, 1911, and quickly found his passion for tattooing while traveling the United States by hopping freight trains. At 19, Collins joined the U.S. Navy where he was exposed to the art and culture of Southeast Asia. Following 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 Collins’ Hotel Street tattoo shop to be inked by the master himself. Not one to rest idly, 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. These personal passions are now celebrated through Sailor Jerry Spiced Rum and shared with likeminded individuals.

“Sailor Jerry is proud to take this visual step forward—all while retaining the true Americana spirit of the rum—in this brilliant new design. We look forward to celebrating the new design with the ever-expanding Sailor Jerry community throughout the year in new and exciting ways.”
– Josh Hayes, Sailor Jerry Senior Brand Manager

The new bottle will launch initially in the United States in April, 2018, and become available in markets around the world throughout 2018.

For more information, visit