Lifestyle brands are all the rage, unfortunately most don't stack up. This was my expectation as I checked out the launch party for Sailor Jerry Rum; which insists it's a lifestyle and not a brand. Always the skeptic, I stepped inside Tattoo Rock Parlour (Queen West) expecting to find a launch party like any other, filled with drunken guests, some good food, and the brand logo plastered everywhere.

So I walked into the venue steadfastly holding onto my skepticism. In true Hawaii style beautiful Hula girls welcomed guests to the party; the servers were unusually laid back and relaxed; the food was fresh and delicious; immediately everyone in the room was transported to the Caribbean. Within five minutes, I began to wane - maybe this brand was more of a lifestyle?

Norman "Sailor Jerry" Collins

This rum is named after the legendary tattoo artist Norman "Sailor Jerry" Collins. He was, and continues to be, the most famous tattoo artist of all time. In the 20's Sailor Jerry traveled to Japan to learn about the art of tattoo. In the 30's he moved permanently to Hawaii where he lived near a port and tattooed leagues of American sailors. Sailor Jerry had a distinctive style that celebrated women, fun, and life.

The rum itself comes from the venerable Sailor Jerry. The recipe was found among a collection of his tattoo art after his death in 1973. Now Sailor Jerry lives on both through his rum and tattoo art. He continues to inspire and command the respect of rockers, sailors, tattoo artists, and fun-lovers everywhere.

Rum With A Bite

Sailor Jerry is rum with bite, but also flavour. It's truly a taste of the tropics. Sailor Jerry hit the LCBO in style this July, already receiving rave reviews in the liquor store's seasonal magazine. This over-proof spiced rum may pack a big punch but it's also mighty tasty; the rum is infused with vanilla, natural lime, ginger, cinnamon, and clove. Despite being 92-Proof, this spiced rum has a smooth light flavour. Sailor Jerry can hold its own when mixed with citrus flavours - it doesn't back down. Perfectly blended, it's a damn good rum, even on the rocks.

It's true that this rum is among the best, but unlike any other brand it sells a clothing and accessory line with a certain kitschy charm sure to appeal to rockers, islanders, sailors and rum enthusiasts everywhere. Rooted in the tattoo designs and art created by Sailor Jerry himself, this clothing line is honest, unlike most brand extensions. Like Sailor Jerry's art, his clothing is bold, adroitly designed and balls forward.

Sailor Jerry Is A Lifestyle

You can order the clothes online or visit a dealer like Doll Factory by Damzels. Look out for hot dresses with original prints, rocking hoodies, t-shirts unlike any other, jackets with tough guy attitude and more. Also check out the frank rocks glasses, key chains et cetera.

After experiencing the history, the rum, the clothes and the party I understood why Canada has enthusiastically waited for Sailor Jerry's Rum. It's a phenomenon, not an alcohol. Sailor Jerry continues to amass devoted fans around the world, because frankly he deserves it. His brand continues to grow and expand, because the brand is an honest extension of the man and his lifestyle. Even though I'm often a cynic, I wholeheartedly agree that Sailor Jerry isn't just a brand, it's a lifestyle.

Ivana Stojanovic

DRINKS:

Dark and Stormy
2 oz. Sailor Jerry Rum
1 oz. fresh lime juice
Top up with ginger ale

Jerry and Cola
2 oz. Sailor Jerry Rum
1 oz. fresh lime juice
Top up with Cola

Popeye
2 oz. Sailor Jerry Rum
One can Red Bull

Shark Bite
1 oz. Sailor Jerry
2 oz. orange juice
2 oz. pineapple juice
Splash of Grenadine

Voodoo Tattoo
1 oz. Sailor Jerry
1 oz. orange juice
¼ oz. lemon juice
1 oz. ginger ale

Jerry on the Rocks
Sailor Jerry over ice