Sailor Jerry launches Christmas gift packs8th November, 2011 by Rupert Millar
Sailor Jerry has launched a limited edition gift pack in the run up to Christmas that aims to capitalise on golden rum’s popularity.
Only 6,000 gift packs are available and will be sold in the off-trade, where it is hoped their collectable nature will “ensure high demand”.
Each tube in the “A Good gift for Bad People” campaign contains one of four limited edition prints featuring artwork from the late tattoo artist Norman “Sailor Jerry” Collins, after whom the brand is named.
Golden rum is one of the fastest growing categories in the spirits sector, growing at three times the rate of the rum category as a whole. Valued at £46 million, it is up 40% on a MAT basis and worth 21% of the total rum market.
Tom Wade, senior brand manager for Sailor Jerry at First Drinks, said: “We are committed to further grow the golden rum category and Christmas is a great opportunity for us to offer consumers something special.
“Gifting is a massive area for retailers to exploit and it really helps encourage new drinkers in to the category.
“In addition, with no premium on the price and selling at the usual RRP, this is a very attractive proposition for existing Sailor Jerry drinkers.”