William Grant & Sons has given a fresh look to its Sailor Jerry brand

William Grant & Sons has given a fresh look to its Sailor Jerry brand

William Grant & Sons has updated the bottle and label of its Sailor Jerry spiced rum brand.

The company, which announced its acquisition of the Drambuie liqueur brand earlier this week, said the revamp has been introduced to “ensure the brand is clear and recognisable amongst its competitors”. The front label has been split into two sections, while a new bottle shape has been introduced.

“In a competitive category, the changes have been made to ensure Sailor Jerry remains prominent in the on- and off-trade sectors,” said Sailor Jerry's senior brand manager, Riana Gallagher.

The global roll-out will begin this month.