Subscriber login Close [x]
remember me
You are not logged in.

New look limited edition for Sailor Jerry as spiced rum continues soar

Published:  10 August, 2017

William Grant & Sons has unveiled a new limited-edition bottle design for premium spiced rum, Sailor Jerry.

With spiced rums providing the lion’s share of rum’s growth in both the on and off-trades, the independent family distillers have decided to release a new special edition bottle which also draws on the trend for premiumisation.

The new design moves on the traditional clear glass bottle to a gloss black wrap and pays homages to the designs of Norman ‘Sailor Jerry’ Collins, who inspired the brand.

According to William Grant & Sons’ most recent market report, spiced and flavoured rums represent the largest sub-category in the UK on-trade, accounting for 35.9% of value sales, up from 31.9% this time last year.

Flavoured/spiced rum is also driving the majority of category growth in restaurants and bars, accounting for 85% of all rum value growth.

Similar patterns are at work in the off-trade, where spiced rum is the fastest growing sub category, adding £12.9m in sales in the last year.

The Sailor Jerry’s brand, which was launched in the 1990s, is based on the life and work of Collins who was famous for tattooing fellow sailors in Hawaii in the 1930s.

It is made in America from Caribbean rum and sits alongside other premium spirits such as Glenfiddich and Hendrick’s gin in the William Grant & Sons portfolio.

The limited edition is available in both the on- and off-trade.