THE Jamaica 50 edition of the Smirnoff Dream Weekend party series kicked off at the Tinson Pen Aerodrome in St Andrew on Tuesday evening. In addition to a 15-minute flight over sections of the Corporate Area and St Catherine, the launch gave the audience a tease of what to expect in Negril from August 1- 6.

An appearance was made by dancehall artiste Popcaan, who is one of several performers billed for the party series. The audience got a chance to sample one of Smirnoff's newest flavours — Blueberry.

"Smirnoff is the brand known the world over for creating original experiences. We wanted this launch to be just that... an original and unforgettable moment for our consumers. If consumers loved what happened at the launch, they will be quite impressed with the Smirnoff Dream weekend," said Marsha Lumley, Smirnoff brand manager.

The event — now in its fourth year — usually takes over the Emanicpation weekend and will be extended by two days.

There will be several new parties this season in addition to the usual Xtreme Wet and Wild, Daydreams, Yush, Smirnoff Xclusive, and

Twisted Spiritz.

"Dream Weekend is not just a series of events; It's a lifestyle. Dream Entertainment Limited, the powerhouse behind the event promises endless satisfaction and fun with improved shuttle service, vast and hassle-free bars and pulsating entertainment all surrounded by a safe and secure 24-hour partying environment. Dream 2012 will focus on "Destination Jamaica" said Kamal Bankay, director of public relations.

The Dream Weekend season bands are on sale at selected outlets islandwide at a cost $20,000.

The sponsors of the 2012 Dream Weekend series include Lime, Heineken, Red Stripe, Pepsi, and GraceKennedy.