8. Sailor Jerry (128)
This rum brand – another sub one million case/year brand along with The Macallan – takes a rebellious tack with links to tattoo parlours, brand profiles and a clothing line that supply content to social and email programing that moves beyond the core product.
The brand’s USP is a back story featuring ‘Sailor Jerry’ himself – tattoo artist Norman Collins who earned his nickname name for tattooing US sailors in Hawaii between the 1920s and 1960s.
