We saw an opportunity to reinvigorate the rum category by creating the first lifestyle spirits brand. It began with love of traditional tattooing and a promise to be true to its master creator.
Sailor Jerry first started as a clothing company, celebrating the artwork of master tattooist Sailor Jerry and evolved into the rum brand we all know today. Equipped with a concept we approached William Grant and Sons with an idea that the rum category was dead and the future of the spirits business needed a new approach.
By tapping into culture, through grass roots guerrilla practices, and connecting with the people who lived the life, we grew an idea into a thriving brand that celebrated Sailor Jerry's belief that “our work speaks for itself’ while tapping into an underserved consumer that rejected the mainstream, but connected with a lifestyle that spoke to their values.