Amid the hum of commerce and innovation at Expo Jamaica 2025, one booth stood apart, not simply for its design or giveaways, but for the story it told. 

For the third straight year, Wray & Nephew White Overproof Rum clinched the title of ‘Best Overall Booth’, reaffirming its stature as a pillar of Jamaican spirit culture and as a brand deeply woven into the nation’s fabric, no small feat in a crowded field of over 250 exhibitors.

It also earned a second-place finish in the  Best ‘Buy Jamaican’ Spirit Booth category, further proof that Wray Rum isn’t just a drink but a whole experience.

But awards tell only part of the story. 

Under the leadership of brand manager Kerry-Ann Bryan, the team created a dynamic, high-energy space that channelled the essence of a Kingston community bar, making it a standout destination at this year’s expo.

Free-flowing Wray rum punch added a spirited flair to the booth, welcoming visitors with a taste of the brand’s signature hospitality while the booth’s design paid homage to the brand’s longstanding support of Jamaican football.

With a playful goalpost, patrons could take penalty shots and show off their skills, bringing together sport and spirits in one unique Jamaican moment and highlighting Wray & Nephew’s sponsorship of local leagues including Jamaica Premier League (JPL) to the Kingston and St. Andrew Football Association (KSAFA) championship and Major League competitions. 

“The idea was to remind Jamaicans that Wray Rum shows up where the community gathers. Football is one of those spaces, and a local bar, all types of gatherings that are truly authentic, that has a bit of history and home filled with laughter and vibes,” Bryan expressed. “It was definitely a team effort and we are ecstatic our brands captured the support and we continue to reciprocate this energy within our local communities to celebrate Jamaica one goal at a time.”

True to its roots, the booth also played host to domino tournaments, drawing in high-spirited culture lovers eager to ‘drop six love’ in style. As the competition between strangers unfolded with theatrical intensity – slamming of dominoes, a few playful jeers met with loud cheers from onlookers – DJ Vaughn curated the mood, spinning everything from vintage dancehall hits to classic reggae anthems, ensuring the music never fell silent and the vibe never dimmed.

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More than a brand activation, the experience felt like a homecoming. 

A collaborative effort with Appleton Estate, another jewel in the Campari Group portfolio, the synergy between the two, captured the duality of Jamaica’s rum heritage – raw and refined, with a rich tradition meeting bold innovation.

As attendees drifted from booths stacked with exports and other innovations, many circled back to Wray & Nephew not for another taste, but for another moment. A reminder that even in a bustling expo hall, it’s possible to find culture poured neat.