The viral music program we created for the Sailor Jerry website has a heck of a lot to do with the brand's amazing success. How it works is profoundly simple.

Bands from around the world are encouraged to drop by the Sailor Jerry store when their tours stop in Philly. Each band gets to shop the store and pick out what they want in exchange for a photo-op on our iconic red couch. We then go to their show and take photos and videos. All these photos and videos get posted on the Sailor Jerry website, their band's website, their MySpace amd Facebook pages and sites like YouTube.

Because we pick bands that have huge underground cult followings, their legions of fans find their way back to the Sailor Jerry website, which ultimately results in more sales.

Actually, it's harder then it looks. The program only works because we have a brand that bands actually want to be associated with. And, our staff actually knows something about music. The site is very carefully curated. We actually say, "no!" to a lot of great famous bands that our staff doesn't believe are "cool enough" to represent the Sailor Jerry brand.

The music program delivers on average 150,000 to 200,000 people a month to sailorjerry.com.