The digital home of Jamaica's iconic overproof rum — a brand experience that carries nearly two centuries of island culture to a global audience, market by market, responsibly.
Wray & Nephew White Overproof Rum has been part of Jamaican culture for nearly 200 years — a brand with genuine heritage and a devoted global following. Its digital presence has to carry that weight: vivid enough for the culture around the rum, and disciplined enough for a regulated spirits brand shipping to markets worldwide.
EXN built and maintains the brand's digital platform — a fast, content-driven site the brand team can run themselves, campaign experiences that launch on the brand's calendar, and the age-gating and market compliance every page has to respect.
A site that feels like the label looks — bold, warm, unmistakably Jamaican — built with the performance discipline of a modern web product.
A CMS structured around how the brand team actually works — cocktails, stories, products, and campaigns they publish without a developer in the loop.
Landing experiences for seasonal campaigns and product moments — shipped on marketing deadlines, measured, and retired cleanly.
Age gates, market-specific content rules, and accessibility — the regulatory groundwork a global spirits brand can't ship without, handled invisibly.
Heritage brands don't need their websites to reinvent them — they need digital craft that matches the craft in the bottle. The platform gives the brand team that: full creative control, global compliance, and a site as fast as it is vivid.