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Case Study
Mount Gay Rum 360° Retail Programming

ION created 360° on- and off-premise programs that activated Mount Gay Rum’s seasonal consumer engagement strategy (après ski and après sail), which encourages consumers to bond over shared passions and experiences.

POS Displays

Bottle Neckers

Necker Booklet

Display Views


Create 360° retail activations that:

  • Drive incremental sales
  • Leverages the aspirational lifestyle of sailing (summer) and skiing (winter)
  • Supports Mount Gay’s “après” strategy
  • Encourages social media engagement
  • Reinforces Mount Gay Rum’s premium positioning


Developed, produced and managed theme-appropriate promotions and point-of-sale elements, including:

  • National sweepstakes, including social media and microsite
    • Après Sail: sailing experience to Barbados
    • Après Ski: multi-resort ski passes
  • Customized permanent off-premise rack displays
  • Case cards, bottle neckers and recipe booklets
  • Bartender education kits
  • On-premise glorifiers and tabletop materials