Sailor Jerry, the spiced rum brand distributed in the UK by First Drinks Brands, is staging a series of art exhibitions in the country.  

Each exhibition will display the tattoo artwork of Norman Collins, the tattoo artist behind the brand's name, said First Drinks today (3 November).

The activity will be run by newly appointed brand ambassador Jill Matthews, who will host the events.

They will take place this months in music venues, including King Tut's in Glasgow, Cargo in London's Shoreditch district and Trio in Leeds.

"Focusing on a targeted regional marketing campaign enables us to raise the profile of Sailor Jerry's versatility to bartenders in key target UK cities," said Kathy Roe, senior brand manager for Sailor Jerry at First Drinks Brands. "By holding events in appropriate music venues, we are helping to support and drive footfall in bars which we know our target audience frequent."

Marketing support to promote the Art of Sailor Jerry Exhibition activity will include experiential and sampling activities across the on and off-trade.  Additional on-trade support will take place in the run up to the art events.