First Drinks has lined up an online campaign in the UK for William Grant & Sons' Sailor Jerry spiced rum brand.

First Drinks, which is the distribution arm of William Grant, said yesterday (30 June) that the campaign will drive traffic towards a new website for Sailor Jerry among its target market of 21- to 35-year-olds.

A promotion, entitled 'All Hands on Deck', will target the on- and off-trade this summer.

Consumers will be offered the chance to collect a pack of branded playing cards, with a view to winning a holiday to California through an online black jack game.

The website, meanwhile, is a result of consumer research, which suggested that Sailor Jerry's consumers are "highly media aware and likely to reject traditional forms of marketing", First Drinks said.

The site will launch as Sailor Jerry announces its sponsorship of the Big Chill festival in the UK next month.

Encompassing dance music, cinema and comedy acts, Sailor Jerry will be the only rum served at the festival, and will have its own branded cocktail bar. The website will give consumers the chance to win a guest DJ slot in the Sailor Jerry tent at the festival.