Sailor Jerry opens Hotel Street in London


Sailor Jerry to open the doors to its first UK venue

with rum, clothing, music, film and art

Sailor Jerry will open its very own London venue later this month bringing rum, clothing, music, film and the original art of tattoo master Norman ‘Sailor Jerry’ Collins to Soho. Opening on Thursday 19th AprilHotel Street at 120-125 Charing Cross Road is named after Honolulu’s infamous Hotel Street District where Collins’ made his name. A gallery and store by day, and gig and dive bar by night, Hotel Street will be an all-round good place for bad people – open Tuesday’s to Sunday’s from midday to midnight, serving up the best Sailor Jerry Spiced cocktails in town.

Hotel Street will make its own piece of history as it exhibits the iconic restored original flash artwork of the late Norman ‘Sailor Jerry’ Collins for the very first time in Europe.  Paying homage to the father of old-school American tattooing, and the inspiration behind the spiced Caribbean rum that bears his name, the exhibition will feature 75 pieces of Collins’ legendary collection. Curated by Amsterdam Tattoo Museum founder and tattooist Henk Schiffmacher, the exhibition will showcase Collins’ values of independence, hard work and unyielding standards of craftsmanship to a new generation.

Every week, Hotel Street will be transformed into a music venue with an electric line-up of gigs from some of rocks finest up-and-coming bands. Already poised to hit the Hotel Street stage is:

Tuesday 24th April     John Fairhurst

Tuesday 1st May       Joe Gideon & the Shark

Tuesday 8th May       Bass Drum of Death – with support from Cheveu

Tuesday 15th May     The Sheepdogs

Tuesday 29th May     Three Trapped Tigers

Tuesday 7th June       Tall Ships

Tuesday 19th June     Gallops – with support from Portasound

Thursday 21st June    Brontide (Holy Roar label takeover)

…with many more to be announced over the coming weeks. Tickets will be available from 9am on Friday 13th April 2012 via, or in person at Hotel Street.

Hotel Street will also host a fortnightly Sunday film club, starting on Sunday 29th April at 6pm.  A selection of infamous cult classics and timeless rock n’ roll documentaries will be screened with titles to be announced soon.

In another first for the UK, the official Sailor Jerry clothing and accessories line will be available to buy in person at Hotel Street during the day. Bringing Norman ‘Sailor Jerry’ Collins legacy and artwork to life, the range includes a selection of t-shirts, jackets, hoodies and belt buckles. Items from the brand new Hawaiian range will also be available exclusively at Hotel Street.

More details of what’s in store at Hotel Street will be announced soon. 

Sailor Jerry Spiced rum mixes including Mules, Daiquiris, Vanilla Mojitos and weekly specials will be served from midday to midnight at Hotel Street.

For more information on Hotel Street and Sailor Jerry, visit



For more information on Hotel Street please contact House PR: 

Claire Ruddock – / 020 7291 3049

Melissa Bradley – / 020 7291 3004

Leila Labban – / 020 7291 3040



Notes to Editors

Hotel Street will be located at 120-125 Charing Cross Road and will open on Thursday 19th April 2012. 

The father of old-school tattooing, Norman ‘Sailor Jerry’ Collins was an innovator and a true independent whose work is still revered today. A master craftsman, his artistry and integrity remain timeless as does this spirit which bears his signature.

Sailor Jerry Spiced, Caribbean rum blended with natural spices, is made the authentic way - spiced and smooth. Sip it neat, with your favourite mixer, or in a rum cocktail.

Sailor Jerry is stocked in Tesco, Waitrose, Sainsbury’s and Asda amongst others. For more details, log on to the Sailor Jerry website

We’re on Facebook ( and Twitter (@sailorjerryUK)

April 12, 2012 10:04am ET by House PR   Comments (0)

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