I was checking out this site and was trying to figure out what platform they were working from. It's beta, but so far I like the changes and was curious how they were putting that together. http://beta.ruger.com/index.html?r=4 Rich
It seems to be custom coded: http://builtwith.com/?http://beta.ruger.com/index.html?r=4 - no hits on any well-known CMS or similar.
You can look into site source code in chrome, the head section will give a clue if it is using any CMS.
There's an extension for Chrome called Wappalyzer. I highly suggest it, provides insights and much more.