Sailor Jerry spices up its image

The premium, old-style Caribbean rum brand Sailor Jerry Spiced has revised both its flavour and packaging.

The rum has become more rounded and slightly less sweet, whilst the packaging sees a new label that brand owner William Grant says “reflects the no-nonsense and straight-talking attitude of the man whose signature the label bears”.

“Sailor Jerry Spiced is flying at the moment but, for the long term future of the brand, we think it’s important to build on the legacy that is its inspiration. This is a really exciting change for the brand and ensures that our future is firmly rooted in our past,” says Gemma Adams, brand manager at UK distributor First Drinks.

To coincide with these product developments, the brand has also appointed a new brand ambassador,  Emma Li Stenhouse.

1 February 2010 - Felicity Murray