Case study: culture marketing for Sailor Jerry Rum





Industry: Premium speciality spirits/lifestyle

Territory: Global

Sailor Jerry Rum and clothing is an iconic multi-category, premium lifestyle Rum based on the free spirit and craftsmanship of legendary tattooist Norman “Sailor Jerry” Collins.

For 7-years I was the Global Director of Culture at Sailor Jerry Rum.

In 4 years alone this work helped take the business from 5,060 to 41,407 cases.

This work delivers

Deep dives into local culture get results.


Engaged, targeted consumers and influential partners help open and nurture new distribution points.


Their extensive grassroots influence gains coverage and positive word-of-mouth to support local business, amplified through digital brand endeavours to a wider audience. 

This work positioned Sailor Jerry in 40 countries including Scandinavia, Asia, SE Asia, and South America.

In an average year this program:


  • delivered 67 liquid-to-lips sampling events across 8 countries with 10k people sampled 

  • created content that secured an online reach of 2m  

The Brief

At the heart of this brand are its core fans: straight-talking, cynical and sceptical about marketing and advertising.


Tasked with launching the brand into new markets via this core group, a "roots-up" strategy was activated —one that would entrench the brand into the local, hard-to-reach culture by identifying the legit crowds and neighbourhoods.

Sailor Jerry Rum event cups
The Process
Sailor Jerry Rum on cocktail menus

Culture Blueprints mapped out local networks for recommendations and personal introductions —engaging prospect fans in collaborative and organic projects to create bespoke initiatives that were unique to their neighbourhood and community.


Sarah Feeney personally conducted a unique kind of self-created method research: living and working remotely and embedding Sailor Jerry Rum into the local culture to create brand awareness and revenue development.

Benefit from this unique intel and ready made footprint to global success.


Do get in touch if you're interested in finding out what I might be able to do for your brand.