Sailor Jerry Home Base for Fleet Week

Curich Weiss Amplify led the development and production of Sailor Jerry Spiced Rum’s Home Base for Fleet Week, celebrating the brand’s inaugural sponsorship of New York Fleet Week. The concept centered on transforming a raw retail space into an immersive, culturally relevant pop-up that honored military tradition while engaging consumers, media, and trade audiences.

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Over the course of the week, CWA brought the space to life through a mix of high-impact programming, including free tattoos, military haircuts, and curated events for press and influencers, alongside the launch of the “Toast to the Troops” initiative with Norman Reedus. The activation generated more than 300 million impressions, welcomed over 600 visitors, and delivered 100 tattoos on-site - creating a memorable brand moment while reinforcing Sailor Jerry’s identity and commitment to the community.

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#Press Office, #Experiential, #Celebrity, #Influencers