Sailor Jerry will be making its mark on the British summer festivals this year as Elvis brings the art of old-school tattooing to Big Chill and Bestival

Sailor Jerry will be making its mark on the British summer festivals this year as Elvis brings the art of old-school tattooing to Big Chill and Bestival. Designed in the style of a 1930's tattoo parlour, Sailor Jerry's Ink City will be paying homage to the late Norman 'Sailor Jerry' Collins, the founding father of tattooing and the man behind the spiced Caribbean spirit that bears his name.

The undeniably unique experience, created by Elvis, invites festival goers to see first-hand the live craftsmanship of a number of classic Norman Collins designs inked by tattoo artists and through the weekend, and the stage will play host to a bill of edgy and authentic acts at both festivals with full live and DJ line up.

Screenings of Hori Smoku Sailor Jerry, a short film about the life and work of Norman Collins will also take place throughout both festivals, alongside a number of classic Sailor Jerry serves including Sailor & ginger and Sailor & cola.