Quaker City Mercantile's homegrown Sailor Jerry Rum is now one of the fastest-growing spirits in America! This is a remarkable feat considering we used virtually no traditional advertising for its promotion. All our marketing efforts have been grassroots and viral.

Hori Smoku is a feature length documentary we made in-house about Norman "Sailor Jerry" Collins. His life, history and lore, as told by the old school tattoo legends who worked with him, learned from him, and were tattooed by him.

The documentary was an official selection in a number of prestigious film festivals around the world, including the 2008 SXSW FILM FESTIVAL in Austin, Texas. That's pretty amazing considering we made the movie for less than $100,000.