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Sailor Jerry faces fans backlash

Fans of Sailor Jerry Spiced Rum in the UK have launched an internet campaign to force brand owners First Drinks to change the formula of the drink back to the way it was before last month’s relaunch.

More than 6,500 people have already signed up to a Facebook group called “Petition against Sailor Jerry’s new recipe” since it was created on 23 February.

the drinks business website was also inundated with negative reactions from disappointed drinkers.

The revamped drink carries less vanilla and lime character than its previous incarnation, with First Drinks insisting the new liquid is the result of prolonged consultation with bar staff and drinkers across the country.

However, fans of the original drink seem unimpressed and the group is urging disaffected drinkers to email First Drinks to voice their opinions and attempt to get the company to change the formula back.

One fan, Aimee Robinson, wrote: “I think the new Sailor Jerry is terrible, its tastes like a cheap supermarket own brand rum! It’s lost what made it stand out from all the other rums.”

Another, Ruth Turner, posted: “I tried it, sent it back as I thought it was off or something. Got another and again took it back to be told the recipe had changed. I’m not a massive spirit drinker and loved that it was different. Yes the sweetness doesn’t appeal to proper rum drinkers but original Sailor Jerry’s took care of us softies.”

Gemma Adams, brand manager for Sailor Jerry at First Drinks, maintains that the new formula has been generally well-received, saying: “The new liquid has been extremely well received by bartenders who have been vital to the brand’s success to date."

Alan Lodge, 10.03.2010

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