Sales increased 3.8% to reach 1.04 million cases.
The key, execs believe, is being authentic. “The liquid was created to honor the history and legacy of Norman “Sailor Jerry” Collins, a Navy-Vet and the undisputed father of old-school, Americana tattooing, so Sailor Jerry Spiced Rum celebrates his passions through thoughtful partnerships and programs.
This year, the company launched a multi-year partnership with another iconic, American company – Harley-Davidson, by creating custom Sailor Jerry motorcycles with acclaimed tattoo artists such as Oliver Peck and Megan Massacre. The bikes are now available to be won via a sweepstakes running this summer.
Another factor: Spiced rum is a versatile spirit and it is being used in a variety of cocktails from classic cocktails that typically call for whiskeys and bourbons. Sailor Jerry has enough whiskey characteristics—proof, taste, mixability—that we’re able to leverage that trend.