When Hurricane Maria struck St. Croix, the community Cruzan Rum calls home was tested. The very next day they began to rebuild. The very next week we partnered with a producer on the island to interview a group of Crucians. What did we find? Incredible spirit and resilience. This resilience inspired the brand to create the Island Spirit Fund to support communities weathering storms of all kinds. Leading the creative from purpose development to consumer communications and packaging has been among the most rewarding work of my career and has contributed to raising over $4 million to help communities recover—not to mention raising awareness of an amazing rum brand with great character.
