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.