Sailor Jerry teams up with Harley-DavidsonBy Nicola Carruthers
Sailor Jerry Spiced Rum has signed a multi-year partnership with Harley-Davidson ahead of the motorcycle company’s 115th anniversary in 2018.
To kick-off the partnership, Sailor Jerry will unveil a series of 22 customised Harley-Davidson motorcycles designed by US artists including Harley-Davidson’s own Styling Team, at a celebration this spring.
Acclaimed tattoo artists Jonathan Valena, Oliver Peck, and Megan Woznicki have designed a selection of bikes as well as Miami-based muralist, Alexander Mijares, celebrated automotive designer, Michael Ramirez and artist L’Amour Supreme.
The artists were tasked with interpreting the flash art style of Norman ‘Sailor Jerry’ Collins into their motorcycle designs.
The motorcycles will be unveiled at the Harley-Davidson Museum in Milwaukee on 2 May.
Following the celebrations, the bikes will be available for viewing around the US all summer at alcohol retailers, Sailor Jerry’s Fleet Week New York celebrations and the Harley-Davidson Museum.
There will be a series of shared events from the two brands in the run up to Harley-Davidson’s 115th anniversary.
“Between our shared American roots, values and traditions, collaborating with Harley-Davidson is an exciting and natural fit,” said Sailor Jerry senior brand manager Josh Hayes.
“Harley-Davidson shares Sailor Jerry’s genuine Americana values for freedom and living outside the lines. With Harley-Davidson, we look forward to a long partnership that celebrates our shared brand beliefs.”
Scott Beck, Harley-Davidson director of marketing, added: “Sailor Jerry Spiced Rum and Harley-Davidson are all about freedom of expression and customisation, whether that is expressed by a Norman Collins tattoo or a bike. We are struck by the natural ties Sailor Jerry has to the motorcycle culture.”
In August last year, Sailor Jerry partnered with motorbike enthusiast hub Choppertown to execute “a UK marketing first” by premiering the video for its road trip ‘The Ride’ on Facebook Live.