Sailor Jerry Spiced Rum unveiled a newly redesigned bottle that features an increased presence of Norman Collins’ signature style hula girl. The retouched label also will showcase Collins’ famous calling card, Hawaii and Diamond Head. Created to honor the Father of American old school tattooing, Norman “Sailor Jerry” Collins, the redesigned bottle shows iconography and imagery that highlights the life and times of Collins, the company says. The revamped bottle portrays classic elements of Collins’ famous Hotel Street shop business card, with images of Hawaii and Diamond Head volcanic turf, it adds. The hula girl featured on the bottle, a signature piece of Collins’ tattoo artwork, represents the sailors that visited him in Hawaii during their time in the Navy. The back of the bottle includes Collins’ life story to honor his legacy and philosophy of living life on your own terms, the company says. Additional updates to the bottle include a larger Sailor Jerry logo, placed on a black circle background for bold visibility, it adds.