First Drinks is looking to invest in the Sailor Jerry Spiced rum brand in the music arena in the UK this year.

First Drinks, which is the distribution arm of Sailor Jerry’s owner, William Grant & Sons, confirmed yesterday (14 April) that the brand will sponsor a series of six live music events across the UK in the coming months, aimed to highlight up-and-coming bands in the country.

The first of the free concerts will take place on 26 April in London and will be headlined by Bombay Bicycle Club.

The concert will be followed by an event in Glasgow in June and four more events to follow later in the year in Manchester, Brighton, Edinburgh and an additional London gig. Further experiential activity will take place at major music festivals during the summer.

Tickets are available through the Sailor Jerry website www.sailorjerry.co.uk from tomorrow.

Earlier this year, William Grant revamped both the packaging and the taste profile for Sailor Jerry, which prompted a backlash from some consumers. A website was subsequently set up by the disaffected, calling to ‘sink the sailor‘.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Stay informed for just £1! *

Subscribe to Just Drinks for unbiased coverage of the global drinks industry, offering insights into the corporate strategies of beverage manufacturers and brands worldwide.


What’s included in your subscription:
  • Unlimited access to Just Drinks content including daily global news, in-depth analysis, and interviews with C-suite executives
  • Unbeatable coverage of categories from beer, wine and spirits to soft drinks and hot beverages
  • Unrivalled drinks industry comment from leading sector specialists

Ready to stay informed? Subscribe now and gain access to exclusive content.

Subscribe

Have a subscription? Sign in

For further details on subscribing, click here. Need multi-user access? Explore our corporate subscriptions now.

*After your 1-month trial, your subscription will continue at £315 per year.