BRIEF

At the heart of this iconic multi-category, premium lifestyle brand is its core fans: straight-talking, cynical and skeptical about marketing and advertising. Tasked with launching the brand into new markets via this core group, a "roots-up" strategy was activated —one that would entrench the brand into the local, hard-to-reach culture by identifying the legit crowds and neighbourhoods.

THE SOLUTION

Culture Blueprint Marketing mapped out local networks for recommendations and personal introductions —engaging prospect fans in collaborative and organic projects: creative and bespoke initiatives unique to their neighbourhood

and community. Sarah Feeney personally conducted a unique kind of self-created method research: living and working remotely - embedding Sailor Jerry Rum into the local culture to create brand awareness and revenue development. Culture Blueprints formed the backbone of the work with 40 created across a 7-year timeframe.

THE RESULT

A deep-dive into the local culture – engaged, new target consumers and influential partners, won new accounts and achieved extensive grass-roots influence and coverage. 

  • delivered 67 events across 8 countries with 10k people sampled and 2m reached online across one year

  • helped take the business from 5,060-cases to 41,407-cases within 4 years in Australia

  • positioned Sailor Jerry globally in 40 countries including Bali, Tokyo, Sydney, Moscow

a bottle of sailor jerry rum at sarah feeney brand consultancy

Sailor Jerry Rum & Clothing | Global Culture Director 
Work that helped take Sailor Jerry from a 5,060 case business to 41,407 cases within 4-years in Australia alone