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News
Sailor Jerry gears up for great gigs
Sailor Jerry has announced it will host a series of “Sailor Jerry Presents” live music events across the UK this year, as part of a £1.5 million marketing spend for 2011.
Kick-starting at the end of April, the series of gigs will be supported by a significant PR and digital marketing campaign.
Gigs will take a break in July and August to make way for major activity at summer music festivals.
“Sailor Jerry Presents” will showcase breakthrough bands at iconic venues across the country, visiting Brighton, Manchester, Bristol, Glasgow and London.
A new UK-specific Facebook page has been created to keep fans informed of the latest brand activity – www.facebook.com/sailorjerryuk – including a competition to win a guitar signed by Pulled Apart By Horses, one of the up-and-coming bands playing at Sailor Jerry Presents.
This year, “Sailor Jerry Presents” venues will exhibit historic artwork that celebrates the life and story of Norman “Sailor Jerry” Collins – the man behind the spiced Caribbean rum.
EmmaLi Stenhouse, brand ambassador for Sailor Jerry, will be on hand at the events to talk to consumers on the versatility of the drink, as well as mixing a range of signature serves including Sailor & ginger and Sailor & cola.
Tom Wade, senior brand manager for Sailor Jerry at First Drinks, said: “The Sailor Jerry Presents gigs that launched last year were hugely successful and instrumental in contributing to the cult following the Sailor Jerry brand has.
“We remain committed to the trade and will continue investing in the brand to ensure prolonged growth.
“Driving trial via direct engagement at events such as Sailor Jerry Presents is the ideal platform for us to reach our target consumers and continue to support our long association with music in the UK.”
Sailor Jerry is currently outperforming the category with growth in the off-trade up by 75% year-on-year, according to AC Nielsen. The brand’s on-trade performance is up 36.5%.
Tickets for Sailor Jerry Presents are available on the night at the door and through the Sailor Jerry website www.sailorjerry.co.uk
Alan Lodge, 30.03.2011