Research shows that consumers are looking for a spiced rum that is “less sweet” and Sailor Jerry accommodates with a full blown formula change.
Read about the big change at Morning Advertiser.
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Rum Connection is dedicated to providing our readers with the latest news, exclusive articles and critical information about the tradition and culture of the one true nectar of the gods-RUM.
March 7th, 2010 at 10:18 am
Wanna bet we see a “Sailor Jerry Classic Recipe” rum within a year or two?
March 7th, 2010 at 2:05 pm
I can tell you the UK is not 100% behind this change. There seems to be a very vocal group calling for a return of the old flavour.
I’m happy enough – it’s not as sweet or strongly flavoured for sure, but it works OK for me.
BTW – I’m just about to publish an article on the subject. I know – anything for a plug eh?
March 9th, 2010 at 12:24 am
This sounds like marketing BS ala “New Coke” from ’85.
If it ain’t broke don’t fix it!
March 9th, 2010 at 2:14 am
Is this recipe change just in the European market, or worldwide?
April 2nd, 2010 at 10:24 am
The new UK Sailor Jerry rum is now the same as it is in every other country. We apparently had a special variant of it in the vanilla and lime spiced rum we all came to love.
I tried the new variety of Sailor Jerry and was completely underwhelmed by the taste.
The Sailor Jerry brand had not only a much loved image, but was able to back up the brand image with a product worthy of the hype. The new recipe of Sailor Jerry places it firmly amongst the mediocre. And now its price point doesn’t justify its purchase over other rums as it now tastes very similar to cheaper options.
Would it not have been more prudent to continue producing the vanilla and lime spiced variant of Sailor Jerry the majority of people love, and run the new recipe in tandem with the already established product. I appreciate that business models are prone to change, but to change an established, successful product and alienate your existing customer base is not sound business sense. As a business they should be striving to retain old customers whilst generating new revenue streams to gain a larger customer base.
Not everyone looks for a spirit just for its mix-ability in cocktails . If bartenders want a rum for that purpose the market is flooded with them. Just look for them.
If Firstdrinks had done sufficient market research and possibly used the networking sites that are now actively spreading the word to boycott this new product, they may have realised their mistake before they made it.
Firstdrinks obviously has some bland, anonymous middle management types who needed to make a name for themselves somehow, hence the change for changes sake. The term “Proper Prior Planning Prevents Piss Poor Performance” springs to mind. Time to unblinker your management and do some comprehensive market research amongst your consumers (the general public) and not metrosexual bartenders who mix drinks with sexually referenced titles and umbrellas in them.