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Sailor Jerry spices up its image
Sailor Jerry Spiced Rum has undergone a revamp in the UK, with a change in the packaging and a reinvention of the drink itself.
With a more rounded and slightly less sweet taste, and an overhaul of the previously crowded label into an effective and “true to its roots” package, the UK’s number two golden rum brand hopes to drive awareness through significant investment in marketing activity.
The Sailor Jerry logo of a Hawaiian dancer has been enlarged with much of the detail from the previous label removed, in the hope of pushing a more recognisable brand image at various promotional events and regional sampling activities.
With a new blend of vanilla and natural spices, “the new liquid has been extremely well received by bartenders who have been vital to the brand’s success to date,” according to Gemma Adams, brand manager for Sailor Jerry at First Drinks.
The new formula is largely similar to Sailor Jerry’s US version, though with a slightly lower abv of 40%.
Sailor Jerry has had a prosperous year in the UK, recording growth ahead of the category at 456%, and is looking to continue that success with the new brand by building on a successful word-of-mouth programme.
Natalie Verduystert, 24.02.2010