UK: William Grant & Sons readies concert series for Sailor Jerry
By just-drinks.com editorial team | 30 March 2011
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The 'Sailor Jerry Presents' series starts at the end of April |
William Grant & Sons has lined up a music-related push for its Sailor Jerry brand in the UK.
The rum, which is distributed in the UK by William Grant's First Drinks subsidiary, will be the centrepoint of a series of concerts around the country, starting at the end of next month, First Drinks said yesterday (29 March). The company will invest GBP1.5m (US$2.4m) behind the campaign, entitled 'Sailor Jerry Presents'.
The concerts will showcase up-and-coming bands at venues in Brighton, Manchester, Bristol, Glasgow and London. A UK-specific Facebook page has been created to keep consumers informed of brand activity.
Tickets will be available through the Sailor Jerry website.
The series will take a break in July and August to make way for experiential activity at summer music festivals.
Sailor Jerry also hosted a set of six concerts in the UK last year.
Sectors: Marketing – advertising & promotions, Spirits
Companies: William Grant
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