KINGSTON, Jamaica — The fourth International Reggae Wine Festival is scheduled for October 18 at the Whitter Village in Montego Bay. Artistes for the event have not been confirmed, but Carlos Daley, founder of the event, expects the presence of an American wine sommelier to broaden its appeal.

Chris Joyce, who has ties to the famed Nappa Valley wine region in northern California, will attend the show. According to a post on his Facebook page, Joyce said he will be displaying his products at the festival, and encouraged colleagues to follow suit.

While acts like John Holt, Leroy Sibbles, Etana, Protoje, Romain Virgo and Tessanne Chin have helped draw enthusiastic crowds in previous years, Daley considers Joyce’s ‘endorsement’ significant.

“When we were planning the show we positioned Jamaica as an area of wine introduction and he responded, saying he’d like to come to Jamaica,” Daley told OBSERVER ONLINE. “You have 30,000 people in Jamaica who are direct wine lovers, so the market is there and the potential is great.”

Daley first held the International Reggae Wine Festival in 2011 at the Rose Hall Aqueduct in Montego Bay. It had a strong turnout, but he admits last year’s two-day show at Secrets Resorts & Spa, also in the tourist resort, was a disappointment.

The previous festivals were held in August. Daley is confident a move to October, which has a less competitive show calendar, will pay dividends.

“We are putting in a lot of energy and expect good things this year,” he said.

A graduate of Howard University, Daley is a financial analyst by profession. He has lived in Maryland for nearly 40 years and is promoter of the Caribbean Food and Wine Festival and Jamaica Day shows in that state.

Their success prompted him to stage a Jamaican show catering to wine lovers, complemented by easy-listening reggae.

Daley expects to announce the artistes for this year’s show by August.