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Sailor Jerry to launch live music events

Published:  30 March, 2011

Sailor Jerry, has announced it will host Sailor Jerry Presents, a series of live music events across the UK, as part of a £1.5million spend for 2011.

Beginning in April, Sailor Jerry Presents will showcase breakthrough bands at iconic venues across the country, visiting Brighton, Manchester, Bristol, Glasgow and London.

They will be supported by a PR and digital marketing campaign and UK specific Facebook page has been created to keep fans informed of the latest brand activity.

Gigs will take a break in July and August to make way for major experiential activity at summer music festivals.

Tom Wade, senior brand manager for Sailor Jerry at First Drinks, said: "Golden rum is one of the most exciting growth categories around.

"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.

"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."

The category has grown in value by 41%[ Nielsen data MAT to 19.02.11]. The brand's on-trade performance is up 36.5% [CGA Brand Index 27.11.10].