Sailor Jerry, the premium spiced rum brand is getting behind a series of strategic music event sponsorships running across the summer. The tie-up further builds on the brand’s existing link with cutting-edge music activities and is designed to drive sales and awareness amongst up to 10,000 consumers within its target market of 21-35 year olds.

Sailor Jerry, which has enjoyed the fastest year-on-year growth in the golden rum category in the on-trade , has put its name to London’s Camden Crawl, Dot to Dot and Hox to Dot music festivals, which sees top-end bars as well as a host of rock, indie and punk focused venues participating. The brand’s association with such music events and venues further reinforces its authentic and edgy credentials and consequently, means that the premium rum brand is being sampled in significant numbers by its core target audience this summer.

The Camden Crawl activity reached 3,000 people over the two-day period from April 18th-19th, which involved over 35 live music venues including The Dublin Castle, The Purple Turtle and The Crescent. Following in the brand’s cult heritage and authenticity, Sailor Jerry girls, complete in sailor outfits, were on hand to distribute classic serves of Jerry and Coke and Jerry and Ginger, and apply tattoos to eager consumers.

The Dot to Dot music festival will be taking place in Bristol and Nottingham on May 24th/25th and Hox to Dot will take place in the Hoxton area of London on May 22nd. The festivals will feature popular indie and rock bands like Dirty Pretty Things, Dan Deacon, Mystery Jets and Kissy Sell Out.

Sailor Jerry will also be sponsoring the Kerrang! Awards later in the summer to further drive sales through appropriate music initiatives.