Wolfmoon Bourbon
CLIENT
Experience Interaction
TECHNOLOGIES
WordPress, PHP, React
YEAR
2018
EXTERNAL URL
Full-stack development for a celebrity bourbon brand launching nationally through Proximo Spirits — the first of two spirits builds I led for Experience Interaction, alongside Pendleton Whiskey. Custom WordPress theme, age-gated entry, and a content management layer designed for editorial independence from day one.
Development lead, working alongside Experience Interaction.
Background
A national product launch needed a digital presence to match.
Wolf Moon Bourbon — a collaboration between Jason Aldean and Florida Georgia Line, distributed by Proximo Spirits — was preparing to go to market nationally. Experience Interaction, the agency of record for several Proximo brands, brought me on to lead development on the brand’s digital platform. This was the first spirits site I built for the agency; the Pendleton Whiskey rebuild would follow shortly after, using the same development workflow and quality standards established here. The goal was direct: deliver a production-ready site ahead of the retail rollout that could anchor the brand’s press cycle, social campaigns, and direct consumer engagement.
The timeline was fixed to the product’s go-to-market window — the site needed to be live before bottles hit shelves.
Implementation
Custom theme architecture with structured content and regulatory compliance built in.
I built the site on WordPress with a custom theme and Advanced Custom Fields driving a structured content layer — product details, brand narrative sections, and media galleries each managed through dedicated field groups rather than freeform editing. An age verification gate handled TTB compliance, a regulatory requirement common to all spirits marketing sites. The frontend prioritized mobile-first consumption with responsive layouts, compressed assets, and lazy-loaded media to keep page weight under 2MB across all viewports.
The entire site was built, tested, and delivered ahead of schedule — live and fully operational at handoff.
Results
Live ahead of schedule, fully operational at handoff.
The site went live before Wolf Moon reached retail shelves, giving the brand a digital foothold that supported earned media, social campaigns, and direct consumer engagement from day one. The structured content layer held up under real use — Proximo’s marketing team handled all post-launch updates independently, with no developer support required in the months after deployment.
The development workflow and quality standards established on Wolf Moon carried directly into the Pendleton Whiskey build that followed — a more complex engagement, but one that benefited from the patterns proven here.
