The team from Sailor Jerry rum have embarked on a two-week road trip by motorbike, led by a customised 1960s Harley Davidson, stopping off at bars and festivals around the UK.
The bikes hit the road last Saturday, leaving London for Sticky Mike’s Frog Bar in Brighton where their arrival was marked by a Sailor Jerry Presents party, headlined by the band Merchandise with support from Brighton thrasher Theo Verney and thugcore five-piece Abattoir Blues.
Over the next few days, the bikers went to Dorset via Southampton and on to Cornwall before turning around and visiting Bristol and then Cardiff. Today (August 28), they are on the road from Cardiff to Manchester where they will be greeted by another Sailor Jerry Presents party at Soup Kitchen which will be headlined by The KVB with support from PINS and alternative rock enigmas Menace Beach.
On Saturday, they drive to the Lake District for a Sailor Jerry barbecue and party before heading to Glasgow on Sunday where a Sailor Jerry Presents party will be held at The Record Factory, with Bo Ningen headlining with Baby Strange and Paws supporting.
After a stop-off in Inverness, they will arrive in Edinburgh on Tuesday for a party at Sneaky Pete’s in Cowgate and then head down to Newcastle upon Tyne and on to Nottingham for a street party on Thursday September 3.
They will get to Bedford on Friday to spend two days at The Trip Out Festival before travelling to London to finish at Grillstock Festival in Chestnuts Field, Walthamstow, on Sunday September 6.
Sailor Jerry has teamed up with east London bike specialist Kingdom of Kicks to build a customised 1960s pan head Harley Davidson to lead the ride. Sailor Jerry has created bespoke Gremlin Bells with jeweller The Great Frog, believed to protect riders’ bikes from evil spirits and keep them safe. Along with Sailor Jerry’s UK brand ambassador EmmaLi Stenhouse, some bikers are staying for the whole trip, others are joining for different sections.
Chef Danny Cheetham of east London’s Psychic Burger and White Rabbit will be feeding the troops at Grillstock with a menu of Sailor Jerry barbecue food. Available at Grillstock on both September 5 and 6, dishes will include Sailor Jerry-marinated spam fritters, topped with papaya, chilli, Sailor Jerry rum and pineapple pickled coleslaw, American cheese and a fried egg, all served in a toasted brioche bun and drowned in barbecue sauce.
En route, the riders are hooking up with the likes of AONO (Always Outnumbered Never Outgunned), the Brighton-based streetwear brand with deep roots in barbering and tattooing, along with Squire Surf, who build and shape cool surf boards at their workshop in Newquay in Cornwall.
The Ride is being charted on social media through @SailorJerryUK and #TheRide on Twitter. Sailor Jerry merchandise can be won by people who post about spotting the bikers with the hashtag.