How tattoos and motorcycles helped Sailor Jerry's become the second biggest spiced rum brand in the world
- The rum brand Sailor Jerry sold a million cases for the first time this year, second only to to longtime category leader Captain Morgan.
- The company credits its revamped marketing strategy, centered on Norman "Sailor Jerry" Collins — the renowned American tattoo artist that it is named after.
- Sailor Jerry has also ditched TV and multiplied its fans through strategic partnerships with influencers like celebrity tattoo artists Jonathan Valena, musicians like Alabama Shakes and brands like Harley-Davidson.
Published August 15, 2017
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