In what it concedes is a “bold step”, the company has set up a dedicated Sailor Jerry website (www.bartendersday.co.uk) to collect the 100,000 signatures needed to bring to Parliament a petition for Bartender Appreciation Day to be recognised as an official holiday in the UK.
First Drinks wants the UK to follow the lead of the US, Finland, Australia and France, where Bartender Appreciation Day is celebrated with a variety of events.
Recent research commissioned by the company found that half of bartenders feel under-appreciated by UK drinkers. Meanwhile, more than 60% of customers said that waving cash and clicking their fingers were the worst habits.
Favourite Bartender
Consumers can also use the dedicated website to nominate their favourite bartender. The bartender with the most votes by 31 August will win a trip to the Sailor Jerry House in Austin, Texas in 2015 as well as a Sailor Jerry Presents gig in their hometown
The top 20 will also receive a special limited-edition Sailor Jerry Cocktail kit.
EmmaLi Stenhouse, brand ambassador for Sailor Jerry, will be visiting cities throughout the UK to say thank you and reward bartenders with random acts of kindness, such as a free taxi ride home, pizza deliveries and Sailor Jerry clothing.
Meanwhile, a team of Sailor Jerry B.A.D. girls will be raising awareness of the nationwide activity in Manchester, Brighton, Bristol and London to boost signatures for the petition and help find the Nation’s Favourite Bartender.
Appreciation
Riana Gallagher, senior brand manager for Sailor Jerry at First Drinks, said: “At Sailor Jerry, we value the skill and craft of bartending and think it’s about time the frontline men and women felt some appreciation for their damn hard work.
Norman ‘Sailor Jerry’ Collins’ values of craftsmanship, independence and originality are at the heart of everything we do and with this in mind, Bartender Appreciation Day and the Nation’s Favourite Bartender have been launched to recognise and reward bartenders for their role in the drinks trade.”