Ideas Make Manifestos
brand development by sarah feeney
Sarah turns brands into culture, or is it the other way around?​​​​​
Louis Xavier Lewis-Smith.
Former Global Brand Ambassador at Sailor Jerry Rum.
Sailor Jerry Rum subverted the traditional image of Spiced Rum by positioning itself as a brand with a deeper connection to rebellion, authenticity and counterculture.
​Photography by Kirsten van Santen
As Global Director of Culture, I spent seven years developing blueprints that explored cultural disruptors and strategies to connect with their elusive audiences.
Successfully establishing the brand in 40 global countries.
​Photography by Kirsten van Santen
This approach helped Sailor Jerry Rum succeed in growth, recognition, and market penetration.
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Sales Growth
By 2013, the brand sold over 500,000 cases annually, a significant milestone for a relatively new brand in the competitive spirits industry.
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International Reach
Sailor Jerry expanded beyond the U.S., reaching international markets, including the UK, Canada, SE. Asia and Europe.
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Cultural Impact and Brand Recognition
Sailor Jerry became a household name with its ties to subculture and countercultural movements. Collaborations with artists and musicians further boosted its visibility and credentials.
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Awards and Recognition
The brand earned industry accolades, including a Gold Medal at the San Francisco World Spirits Competition, reinforcing its quality and appeal in the premium spirits market.
​Photography by Kirsten van Santen
A legend in her own right, Sarah is probably the world's first method researcher; where she immersed herself in the community or culture she researched to give her clients the best and most authentic point-of-view for their needs.​​
Antonio Bertone.
We worked together at PUMA, where I was Global Head of Entertainment, and Tony was the CMO.
My Work Speaks For Itself.​​​​​​​
Norman "Sailor Jerry" Collins.