Mount Gay Rum - Unearthing the Legacy

Mount Gay is the world’s oldest running rum distillery - a Barbados icon and global heritage brand. But for over 300 years, the rich, layered history of Mount Gay lived in fragments - oral stories, scattered documents, half-known legends, and fading archives.
To evolve the brand into a cultural powerhouse, Mount Gay needed more than marketing. It needed its true story - documented, curated, and told with depth and integrity. That’s where Alex Weetch, co-founder of Dakota Ross and Brand Development Creative Strategist, stepped in.

In a six-month brand excavation project, Alex Weetch led a deep historical research initiative to uncover, verify, and reconstruct Mount Gay’s full historical timeline - laying the foundation for storytelling, experience design, product innovation, and global brand alignment.