Issue link: https://digital.copcomm.com/i/133302
UP Up Front with Paul Monahan by Rachel Burkons / photos by Jeremy Ball Amid the frenetic energy and activity of the infamous boardwalk on L.A.'s Venice Beach, Paul Monahan is all business. A skateboard in one hand and an iPhone in the other, Paul pauses between photos to scan his email and ensure he's up on his correspondence as National Brand Ambassador for Sailor Jerry Rum. Although it's only his second week in Los Angeles, Paul effortlessly fits in, catching the eye of skateboarders whizzing by, and rocking a tattoos-and-t-shirt look that any local would be proud to wear. It's nearly hard to imagine Paul living anywhere other than steps from the beach. "When I was transitioning to the National Brand Ambassador role, I figured I could either check my emails while staring at some palm trees, or in New York, where it's freezing cold," laughs the newly-minted Angeleno with a Boston accent and NYC chops. "So here I am." But with Sailor Jerry's sales skyrocketing, there's more to Paul's presence here than California cool: "If California were a country, it would be the biggest country in the world for Sailor Jerry," says Paul, who tells us that one out of every six bottles of the classic spiced rum end up in the Golden State. "It just does so well here for so many reasons—California really embodies the lifestyle of Sailor Jerry." Love of the Lifestyle And Sailor Jerry has been, for years now, a true lifestyle brand. Named after the iconic WWII-era tattoo artist Norman Collins (aka Sailor Jerry), the brand has amassed a following among a certain rock-and-roll/tattooed/ good-time-loving crowd. "From outdoor music festivals to classic car shows, to skate and surf culture, out here there are so many opportunities for the brand to live," says Paul. We stop in the sand for a quick-change: Paul takes off one Sailor Jerry shirt and puts on another. The skateboard at his feet is also emblazoned with classic Sailor Jerry art. "Before the rum, there were the clothes, the Paul Monahan takes in the local color in Venice Beach. 6 / the tasting panel / june 2013 TP0613_001-41.indd 6 5/23/13 4:22 PM