For the Canadian launch of Sailor Jerry Spiced Rum, PMA Canadaโthe liquorโs Canadian distributorโwanted to create an event to pay tribute to the productโs namesake: the legendary tattoo artist Norman โSailor Jerryโ Collins. โWhen 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,โ Carolyn McFarlane, brand manager with PMA Canada, said in an interview at Wednesdayโs launch party at Tattoo Rock Parlour.
โI thought Tattoo would be a perfect fit because Sailor Jerry was a tattoo artist,โ she continued, noting that his designs often featured Hawaiian girlsโa theme reflected in the evening's decor. As the story goes, Collinsโs tattoo book contained a recipe for rum flavoured with five spices: ginger, cinnamon, clove, vanilla, and lime. โItโs a very smooth rum,โ 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. โWe have loved Sailor Jerry Rum since it touched our lips a few years ago,โ Freeman said, noting the pairโwho first tried the liquor at a design show in Las Vegasโwere happy to stage a fashion show at the launch.
โSailor Jerry was one of the first orders we placed because weโd been huge fans of the brand for some time...itโs a full lifestyle brand and they stay true to that tattoo counter-culture, that rock โnโ roll lifestyle," Freeman said, adding, โWeโve been rum running it into Canada ourselves.โ (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.
โI thought Tattoo would be a perfect fit because Sailor Jerry was a tattoo artist,โ she continued, noting that his designs often featured Hawaiian girlsโa theme reflected in the evening's decor. As the story goes, Collinsโs tattoo book contained a recipe for rum flavoured with five spices: ginger, cinnamon, clove, vanilla, and lime. โItโs a very smooth rum,โ 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. โWe have loved Sailor Jerry Rum since it touched our lips a few years ago,โ Freeman said, noting the pairโwho first tried the liquor at a design show in Las Vegasโwere happy to stage a fashion show at the launch.
โSailor Jerry was one of the first orders we placed because weโd been huge fans of the brand for some time...itโs a full lifestyle brand and they stay true to that tattoo counter-culture, that rock โnโ roll lifestyle," Freeman said, adding, โWeโve been rum running it into Canada ourselves.โ (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