Smirnoff makes big splash this soca season

February 24, 2017
Jason Hendricks (left) and Ellisse Campbell (right) pose with the models of their sponsored section, called Once Upon A Time, at the Bacchanal Jamaica New Year event in January.

Smirnoff is carving out a major place for itself on the carnival scene this year.

The brand, which has already made a mark with its continued support of Bacchanal Jamaica, will be adding two more carnival events to its portfolio.

Smirnoff has taken up the mantle of major sponsor for Ocho Rios Carnival, which will be St Ann's first major road march since the dissolution of All-Island Carnival.

"This year, we mark the largest carnival that Jamaica has ever seen," said Jason Hendricks, brand manager for spirits at Red Stripe. "We are seeing that Jamaicans and tourists want more from the carnival season."

According to Hendricks, Smirnoff will be pulling out all the stops for Bacchanal Beach J'ouvert, an event which attracted more than 3,500 patrons last year.

 

More thrilled

 

The brand is gearing up for a day of revelling, paint, and an electric atmosphere. "Beach J'ouvert is a carnival staple," Hendricks said. "People travel from near and far to have a great time, and we couldn't be more thrilled to be on board for a fete of this calibre and magnitude."

The brand will also release a Smirnoff Soca Mixtape by DJ Narity.

"The fusion of Jamaican dancehall and soca music is creating a whole new kind of energy in the entertainment space. It's something that is truly phenomenal and we want to support that energy while getting our patrons ready for the road," said Hendricks.

Other events for the vodka brand include Xodus Tailgate Cooler Party and Carnival Road Block in Half-Way Tree, which will be co-hosted by Guinness.

The Johnnie Walker and Heineken brands members of the Heineken NV portfolio will feature prominently at the Sunnation series of events, along with Xodus Carnival and Tabanca Tuesdays.

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