Jamaica’s spirits industry leader, J Wray & Nephew Limited, has announced the complete resolution of last year’s rum supply shortages while reporting minimal disruption from Hurricane Melissa to domestic Christmas supplies. Senior Commercial Director Cecil Smith Jr. revealed in an exclusive interview that the previous scarcity stemmed from an unforeseen consumption explosion following the COVID-19 pandemic, with all inventory issues rectified since July 2025.
The company, commanding an impressive 85% share of Jamaica’s overproof rum market, attributed the supply challenges to unprecedented demand growth. “Our consumption ballooned exponentially post-COVID,” Smith explained. “If we were selling 10 units before, we’re now selling 12. That sudden explosion in growth is impossible to scale for immediately.” He characterized the shortage as a “good problem” resulting from unexpected market dynamics and firmly denied speculation about diverting white rum stocks for premium aging programs.
Despite Hurricane Melissa’s severe impact on western Jamaica in October, the company reported minimal disruption to festive season supplies. Smith noted the fortunate timing from a production standpoint: “All our 2025 production was already completed. All rum movement from Appleton and New Yarmouth into Kingston for bottling was finished before October.” The primary business impact has been logistical, with port congestion slowing export shipments and delaying raw material imports for 2026 production.
Looking toward 2026, the company has adopted a cautiously optimistic outlook, expecting consumers in affected areas to prioritize rebuilding over discretionary spending. Smith anticipates market normalization by mid-2026, when households regain budgets for “some amount of fun, release and relaxation.” The company has implemented flexible inventory strategies, maintaining raw materials rather than finished products to conserve capital while remaining agile to demand fluctuations.
The interview highlighted the crucial role of Jamaica’s community bars, which account for approximately 70% of alcohol consumption on the island. These establishments, particularly in western parishes, represent about one-third of company sales. Smith described them as the “lifeblood” of the business, with Wray & Nephew investing hundreds of millions of Jamaican dollars annually in support programs that directly reduce operating costs for bar owners.
The company is actively monitoring retailers to prevent price gouging and maintain pre-hurricane pricing, while reporting encouraging signs of recovery with an estimated 70% of trade customers in less-affected western parishes already returning with orders. Beyond the iconic overproof rum, the company’s diverse portfolio includes Appleton Estate aged rums, Campari, Magnum tonic wine, and local brands like Charlie’s JB Overproof, collectively ensuring market dominance.
Manufacturing Director Sanjay Bowla confirmed significantly increased inventory buffers, now holding two to three months of average demand stock. At peak production, the company bottles approximately 15,000 cases of white rum (750ml) and 12,000 cases of the 1-liter format daily, ensuring both Jamaica’s festive traditions and a vital economic sector remain supported during recovery.