JAMAICA Carnival has received another boost. The carnival group, started by musical pioneer Byron Lee in 1989, and which is now in revival after being dormant for a number of years, has received a shot in the arm from local liquor company Wray & Nephew through its product White Overproof Rum.

The announcement was made on Tuesday evening at the Dominica Drive headquarters of Wray & Newphew in New Kingston.

Marketing manager at J Wray & Nephew, Pietro Gramegna, described the partnership as a match made in heaven.

“It is a perfect fit for both brands. Meeting with Julianne Lee (of Jamaica Carnival) we found that we had so many things in common. We want to be part of a carnival that is for every man and every woman, accessible and down to earth just like both our brands are.Jamaica is the world leader in reggae, dancehall, track & field, coffee and, of course, rum. We can be the same with carnival. Carnival is important because it is a regional activity of worldwide recognition that speaks to spirited expression, positive communal socials, and the connection of persons from all walks of life.”

The partnership will see the rum company organising a number of events in the lead -up to the big carnival street parade on April 23. The three lead-up events are Soca in the City in New Kingston on March 11, Montego Bay Blow-Out on March 25 and Junction Blow -Out in St Elizabeth on April 2.

Chief executive officer of Jamaica Carnival Julianne Lee noted that the inclusion of as many people as possible is in keeping her father’s vision for the event.

“After being dormant for a few years after his passing, we saw that there was a void and a gap. So the family was moved to bring back what he loved so much which is a carnival which transcended all race, colour, creed and socio-economic divisions and accessible to the nation as a whole. So that is our driving force to bring back a Jamaicanised version of carnival. We are very pleased to be back in the space with the iconic brand Wray & Nephew as title sponsors. We are very pleased that the two great spirits are together. The partnership with Wray & Nephew could not be more ideal. Their vision is synonymous with ours. Both are grass root products and so the partnership is very positive for the growth and development of carnival in Jamaica,” said Lee.

She further disclosed that the Road March will will commence at Hope Gardens and make its way into Half -Way-Tree and culminate at Emancipation Park in New Kingston. There are five costumed bands to choose from, ranging from the traditional feathered numbers to do-it-yourself pieces.

– Richard Johnson