Before Sailor Jerry Spiced Rum was created, there was Norman “Sailor Jerry” Collins, a tattoo artist who inspired the creation of the spiced rum.
Norman “Sailor Jerry” Collins – Photo Supplied
Norman “Sailor Jerry” Collins: The Man
Before Sailor Jerry Spiced Rum, Norman “Sailor Jerry” Collins was born on January 14th 1911 in Nevada. A young troublemaker, he was nicknamed “Jerry” by his father after the family’s stubborn mule. He learned tattooing from a young age and lived the life as a vagabond.
At age 19, he joined the navy and travelled around the Caribbean and Asia Pacific where he was exposed to a different style of art and tattooing which eventually became his trademark. After his big journey, he settled in Honolulu and set up a tattoo shop in Hotel Street at Chinatown where sailors came to get “screwed, stewed and tattooed”.
He entrusted his work to his two protégés, Ed Hardy and Mike Malone, who in 1999 partnered with an independent Philadelphia clothing company to establish Sailor Jerry Ltd., which owns Norman Collins’ art and flash.
Norman “Sailor Jerry” Collins & Flash Tattoos
A Sailor Jerry tattoo has a distinctive design and makes use of bold colours and intricate detail combining American design and traditions with Asiatic colour. Anchors feature predominantly in flash tattoo art, with the words “Mom” or a female’s name – the people who are meant to keep them anchored. Golden dragons, hearts and the Nautical Star used by sailors for navigation also feature in SJ tattoos.
Sailor Jerry: The Rum
The story of dedication to Norman ‘Sailor Jerry’ Collins continues when Sailor Jerry Limited was founded, a company created by fans who wanted to keep his legacy alive. The company began as a clothing brand in Philadelphia, before creating a sailor-style spiced rum to commemorate his life spent at sea and in the company of sailors.
On the old spice ships, sailors picked up harsh rum and added spices and natural ingredients to make it drinkable. Sailor Jerry Rum is crafted along similar principles by the William Grant family. A selection of rums distilled in the Caribbean is infused with a mix of spices such as vanilla, cinnamon, nutmeg, star anise, clove, lime and old spice.
Sailor Jerry Rum launched first in the USA before making it to Australia. The spirits vary markedly in that the American product is 92 proof and has no age statement, while the Australian product by law has a minimum age statement of two years and is 80 proof.
When put to the taste test, the 92 proof has a lot more ethanol on the nose, is slightly paler colour and its spice flavours are not as pronounced as its Australian counterpart. The 80 proof is darker in colour, has more vanilla spice on the nose, is noticeably sweeter on the nose but not on the palate making it a mellow rum with hints of oak, good viscosity and mouthfeel.
Sailor Jerry: The Cocktails
Sailor Jerry Rum fares well as a sipping rum as well as in cocktails and mixed drinks. According to Hugh Payten Smith, Brand Ambassador (at the time of this article), some ask for it in a shot with beer, or straight up in a daiquiri, as an old fashioned, in a Piña Colada, in a Dark and Stormy or simply as a shot.
Sailor Jerry: The Cult
Sailor Jerry is the first in the world to employ brand ambassadors worldwide who form part of its lifestyle. In other words, they promote a brand by which they are influenced.
The brand also works with tattooists, festivals such as Soundwave and Splendour in the Grass, and art galleries that match the style of product. Hori Smoku, the film which depicts the roots of American tattooing through the life of Norman Collins has a cult following around the world.
Through Sailor Jerry rum, its brand ambassadors, clothing store, flash tattoos, art and lifestyle, the legacy of Norman “Sailor Jerry” Collins lives on.
As told by Hugh Payten Smith in 2012, Sailor Jerry Brand Ambassador.
This article was originally published on March 18, 2012 on our sister website Gourmantic.
