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Sailor Jerry rum unveils new look bottle

William Grant & Sons has unveiled a new look for its Sailor Jerry spiced rum in order to “reinforce” the brand’s premium credentials.

UK drinks group William Grant & Sons has launched a new bottle design for its Sailor Jerry rum

The new bottle design is embossed with the brand’s anchor design and dates, while its label has been split into two sections to give more prominence to the hula girl icon and a new bottle shape has been introduced.

Six new Sailor Jerry pinup girls have also been added to the inside front label of the bottle, which fans can remove in order to collect range.

“The new packaging has been introduced to align the brand’s look and old school feel with the premium, authentic nature of the spirit,” said Riana Gallagher, senior brand manager for Sailor Jerry.

“In a competitive category, the changes have been made to ensure Sailor Jerry remains prominent in the on and off-trade sectors and reflect the values of craftsmanship, independence and originality Sailor Jerry was built on.”

The new Sailor Jerry bottle will be available from September 2014.

Earlier this month, the brand revealed that it has partnered with punk rock star Iggy Pop to launch a limited edition clothing collection.

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