Ideas Make Manifestos
brand development by sarah feeney
Sarah turns brands into culture, or is it the other way around?​​​​​
Louis Xavier Lewis-Smith.
Former Global Brand Ambassador at Sailor Jerry Rum.
Sailor Jerry Rum subverted the traditional image of Spiced Rum by positioning itself as a brand with a deeper connection to rebellion, authenticity and counterculture.
​Photography by Kirsten van Santen
As Global Director of Culture, I spent seven years developing blueprints that explored cultural disruptors and strategies to connect with their elusive audiences.
Successfully establishing the brand in 40 global countries.
​Photography by Kirsten van Santen
This approach helped Sailor Jerry Rum succeed in growth, recognition, and market penetration.
​
Sales Growth
By 2013, the brand sold over 500,000 cases annually, a significant milestone for a relatively new brand in the competitive spirits industry.
​
International Reach
Sailor Jerry expanded beyond the U.S., reaching international markets, including the UK, Canada, SE. Asia and Europe.
​
Cultural Impact and Brand Recognition
Sailor Jerry became a household name with its ties to subculture and countercultural movements. Collaborations with artists and musicians further boosted its visibility and credentials.
​
Awards and Recognition
The brand earned industry accolades, including a Gold Medal at the San Francisco World Spirits Competition, reinforcing its quality and appeal in the premium spirits market.
​Photography by Kirsten van Santen
A legend in her own right, Sarah is probably the world's first method researcher. She immersed herself in the community or culture she researched to give her clients the best and most authentic point of view for their needs.​​
Antonio Bertone.
We worked together at PUMA, where I was Global Head of Entertainment, and Tony was the CMO.
My Work Speaks For Itself.​​​​​​​
Norman "Sailor Jerry" Collins.