Content strategy and activation company Kontented announce today they have been appointed by William Grant & Sons to create the inaugural Jerry Can Ride for Sailor Jerry Spiced Rum.

The Jerry Can Ride 2016 is part event, activation, social media campaign and mini doc series exposé into the world of Sailor Jerry. Starting in Melbourne on 3rd November, it will be visiting amazing people, bars and venues all the while, sharing their stories from ten days on the road with all of Australia and bringing a taste of Norman “Sailor Jerry” Collin’s life to modern day Australia.

Kontented founder and CEO Kate Edwards said, “This is such an amazing project that has been a long time in the making. We are so passionate about the Sailor Jerry brand and are proud to be chosen to be its protectors and custodians. Sailor Jerry is a real no bullshit brand and KONTENTED is real no bullshit company – it’s a match made in heaven. 2000km in 10 days with 20 custom bikes…..just think of the stories.”

Sailor Jerry marketing manager, Andrew Skehan said, “We wanted to work with KONTENTED because they understood the brand, their expertise creating amazing content campaigns and their attention to logistical detail. In the words of Norman “Sailor Jerry” Collins “You must understand the feeling of originality as opposed to imitating” and that’s what we plan to do on this ride.