The new recipe. I’m never satisfied with good enough – Norman Sailor Jerry Collins 1911-1973. Norman Sailor Jerry Collins, the father of old school tattooing, constantly sought to reinvent himself. The team at Sailor Jerry have made some changes. The taste is less sweet, allowing the vanilla and natural spices to come through and the label now has a Hula Girl centre stage, reflecting the legacy of the Norman Collins. Best served over ice with cola or ginger beer and a squeeze of fresh lime.