It may be relatively ‘young’ in the spirits business, but the Sailor Jerry rum has come a long way indeed. This week, brand owners William Grant & Sons has confirmed that the rum brand has passed the 1 million case sales mark for the first time.
Much of this is being credited to the brand’s continued success and growth in the US market. In 2016, Sailor Jerry rum sales totalled at 1.04 million cases, marking a healthy 3.8% growth in volume and making it the world’s second best-selling spiced rum behind Diageo-owned Captain Morgan rum brand.
Sailor Jerry’s global brand director Chin Ru Foo, global brand director said, “The US remains our biggest market and they have done a great job in growing our share of the spiced rum category through consistent visibility in the off trade, grass root partnerships led by our local brand ambassadors, and impactful experiential partnerships.”
The Sailor Jerry rum brand was created in 1991 as a natural extension of the Sailor Jerry brand. The rum is distilled in the U.S. Virgin Islands, taking its influence from Caribbean rum, which sailors would spice with flavours from the Far East and Asia.
Bottled at 92 proof (US) alcohol rating, the Sailor Jerry rum bottle labels featured the renowned tattoo artist’s ‘hula girl’ art on the outside and, when emptied, additional pin-up girls designed by Sailor Jerry are visible on the inner side of the label too.
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