For the Canadian launch of Sailor Jerry Spiced Rum, PMA Canada—the liquor’s Canadian distributor—wanted to create an event to pay tribute to the product’s namesake: the legendary tattoo artist Norman “Sailor Jerry” Collins. “When we were able to bring Sailor Jerry Spiced Rum into Ontario we realized we had a really fun, exciting, energetic brand, and so to introduce it we knew we wanted to hold an event that was edgy; that fit the brand,” Carolyn McFarlane, brand manager with PMA Canada, said in an interview at Wednesday’s launch party at Tattoo Rock Parlour.
“I thought Tattoo would be a perfect fit because Sailor Jerry was a tattoo artist,” she continued, noting that his designs often featured Hawaiian girls—a theme reflected in the evening's decor. As the story goes, Collins’s tattoo book contained a recipe for rum flavoured with five spices: ginger, cinnamon, clove, vanilla, and lime. “It’s a very smooth rum,” McFarlane said.Kelly Freeman and Rory Lindo, who own the shop Doll Factory by Damzels and design the clothing line Damzels in This Dress, have been carrying Sailor Jerry clothing and accessories in their retail store since they opened in November 2007. “We have loved Sailor Jerry Rum since it touched our lips a few years ago,” Freeman said, noting the pair—who first tried the liquor at a design show in Las Vegas—were happy to stage a fashion show at the launch.
“Sailor Jerry was one of the first orders we placed because we’d been huge fans of the brand for some time...it’s a full lifestyle brand and they stay true to that tattoo counter-culture, that rock ‘n’ roll lifestyle," Freeman said, adding, “We’ve been rum running it into Canada ourselves.” (The 92-proof spiced rum launched about a month ago in 250 LCBO stores across the province.)
In keeping with the Sailor Jerry theme, PMA Canada worked with Jesson Artmont Communications to dress the venue with Hawaiian-inspired decor. Images of hula girls decorated the walls and a large grass skirt wrapped around the base of the food table. Models dressed in grass skirts and leis and handed out hula-girl tattoos at the door. The evening, which attracted 250 invited guests, also featured a performance by the band Alpha Galates.
“I thought Tattoo would be a perfect fit because Sailor Jerry was a tattoo artist,” she continued, noting that his designs often featured Hawaiian girls—a theme reflected in the evening's decor. As the story goes, Collins’s tattoo book contained a recipe for rum flavoured with five spices: ginger, cinnamon, clove, vanilla, and lime. “It’s a very smooth rum,” McFarlane said.Kelly Freeman and Rory Lindo, who own the shop Doll Factory by Damzels and design the clothing line Damzels in This Dress, have been carrying Sailor Jerry clothing and accessories in their retail store since they opened in November 2007. “We have loved Sailor Jerry Rum since it touched our lips a few years ago,” Freeman said, noting the pair—who first tried the liquor at a design show in Las Vegas—were happy to stage a fashion show at the launch.
“Sailor Jerry was one of the first orders we placed because we’d been huge fans of the brand for some time...it’s a full lifestyle brand and they stay true to that tattoo counter-culture, that rock ‘n’ roll lifestyle," Freeman said, adding, “We’ve been rum running it into Canada ourselves.” (The 92-proof spiced rum launched about a month ago in 250 LCBO stores across the province.)
In keeping with the Sailor Jerry theme, PMA Canada worked with Jesson Artmont Communications to dress the venue with Hawaiian-inspired decor. Images of hula girls decorated the walls and a large grass skirt wrapped around the base of the food table. Models dressed in grass skirts and leis and handed out hula-girl tattoos at the door. The evening, which attracted 250 invited guests, also featured a performance by the band Alpha Galates.
Photo: BizBash
Photo: BizBash
Photo: BizBash
Photo: BizBash
Photo: BizBash
Photo: BizBash