Rum brand to invest marketing spend in music

Sailor Jerry, the spiced rum brand distributed in the UK by First Drinks Brands, is investing in a new music marketing campaign.

Launching at the end of August, the activity, which includes PR, sponsorship and sampling, is looking to drive sales and awareness of the brand and communicates directly with its core target market of cutting edge 25 to 35-year-olds.

'Our marketing plan will leverage this appeal, placing it at the forefront of rock music and reaching its drinkers by tapping into one of their core interests,' said Geraldine Roche, senior brand manager for Sailor Jerry.