Mount Gay Rum - Innovation Rooted in Identity

Mount Gay’s 10-Year Roadmap, Shaped from Within
Workshop Led by Alex Weetch, Dakota Ross

To shape the next decade of innovation, Mount Gay turned inward. Rather than chasing trends, the team partnered with Dakota Ross to align future products with the brand’s heritage, values, and voice.

Led by Alex Weetch, our strategic Brand Innovation Workshop brought together 16 cross-functional leaders at the St. Lucy distillery. Grounded in our Heritage-Driven Innovation method, the workshop connected Mount Gay’s legacy to new, ultra-premium opportunities.

The result: a cohesive roadmap of product concepts - several already launched - and a team aligned around a shared vision for what Mount Gay can become, without losing who it’s always been. The best thing was getting to taste all the unreleased and released blends as the years went by!