Norman “Sailor Jerry” Collins was a Navy vet who built his reputation tattooing soldiers and sailors in WWII-era Honolulu, Hawaii, where he established his now legendary tattoo parlor. The revamped bottle recalls classic elements of his famous Hotel Street shop business card, with images of Hawaii and the Diamond Head volcanic turf. The label features the Hula girl, a signature piece of Collins’ tattoo artwork. The back of the bottle reveals Collins’ iconic story.

Additional updates to the new bottle design include a larger Sailor Jerry script logo on a strong, black circle background, making it boldly visible on any store shelf, back bar or drinks cabinet shelf. The outer shipper will be updated to mirror the new look of the bottle.

Norman “Sailor Jerry” Collins was born on January 14, 1911, and found his passion for tattooing while traveling the U.S. by hopping freight trains. At 19, he joined the U.S. Navy where he was exposed to the art and culture of Southeast Asia. Following his naval service, Collins made Honolulu his home and continued honing his skills as a tattoo artist. Sailors on Shore Leave would wait in line for hours outside Collins’ Hotel Street tattoo shop to be inked. Collins also became a licensed skipper of a large three-masted schooner, played the saxophone in his own band, and frequently hosted a radio show.