Bikers at the Milwaukee Festival have been celebrating 115 years of Harley-Davidson with Sailor Jerry Spiced Rum at a five-day event.

Harley-Davidson took its name from founders William S. Harley, Arthur Davidson, William A. Davidson and Walter Davidson. Dating back to 1903, the iconic name promotes the dream of personal freedom.

“There is a sense of freedom that a bike gives you, it’s a breeze between the knees.”

M. Morgan, biker

They have been celebrating anniversaries since they reached 50 years, in 1953. From a small ceremony at Milwaukee’s plant during an annual conference they now hold huge events in the U.S. and Europe.

Ahead of the 2018 celebrations that have lasted five days from August 29th – September 2nd, Bill Davidson, Vice President, Harley-Davidson Museum said: “Harley-Davidson is to celebrate 115 years of the world’s best motorcycles here in Milwaukee. We’re welcoming everyone, motorcycle riders and non-riders alike from around the world, to the birthplace of Harley-Davidson.”

American brand Sailor Jerry Spiced Rum also joined in the celebrations.

The rum takes its name from Norman ‘Sailor Jerry’ Collins, an American biker and tattoo artist. He served in the U.S. Navy before becoming well known for his artwork, tattoos and legendary parlour in Honolulu around WWII.

He was said to be out on his Harley-Davidson when he suffered his fatal heart attack. After first collapsing, he got back on his bike and rode home.


harley-davidson bike


Produced in America by William Grant & Sons, Sailor Jerry Spiced Rum was inspired by Collins and crafted to showcase his personality. Blending Caribbean rum with spices including ginger and cinnamon, notes of caramel and vanilla are present. The smooth, bold rum is bottled at 92° proof.

Ashley Thomas, Sailor Jerry Spiced Rum Ambassador, said: “The partnership between Sailor Jerry Spiced Rum and Harley-Davidson is brought to life with the mobile museum installation at the celebration. There is no better way to spotlight the lasting impression of this American legend than within a curated space honoring Norman Collins’ famous work and life passion. Showcased in the hometown of American motorcycle culture, Norman, an avid rider, would feel right at home.”

The festival included a museum, smooth-as-hell cocktails, live tattoos, outdoor activities, food vendors, two stages, stunt shows and a display of the latest models from Harley-Davidson.

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Jennifer is a writer for various websites mainly on the topics of travel, leisure, and whiskey mainly around Europe. She is originally from England, now living in Spain. When she isn't writing or reading, she can be found swimming or snorkeling during the summer and hiking in the mountains, equipped with a rucksack and tent during the winter months. You can visit her at, and