A partnership with the organisers of Reggae Sumfest will see the return of the Appleton Estate Jamaica Rum Festival to the entertainment calendar on Thursday, July 18, in Montego Bay.

“We’re partnering with Reggae Sumfest to provide a world-class entertainment experience. Our mandate for Appleton Estate Jamaica Rum Festival is literally to bring Jamaica to the world. We have the best rum. We have the best food and craft, and this partnership with Reggae Sumfest positions us to not only tap into their target audience, who also includes locals and partners alike, but meet everyone where they’re at, which is in Montego Bay, the tourism capital of Jamaica,” Dominic Bell, brand communications manager at J Wray & Nephew Limited, disclosed in an interview with the Jamaica Observer at the event’s launch, Wednesday last.

Under a new three-year agreement, J Wray & Nephew (JWN) will step into the spotlight as one of Reggae Sumfest’s leading sponsors. The partnership will see JWN attaching some of its signature brands to Reggae Sumfest’s signature events.

The annual Street Dance and Sound Clash will this year be dubbed the Magnum Street Dance and Magnum Global Sound Clash respectively, while the All-White event will now be called the Hennessy All-White event. Blitz, the all-black party, will now see a merger with the Jamaica Rum Festival. The latter will take place in the daytime, while Blitz will continue as a night event. The two-for-one event will now be known as the Appleton Estate Rum Festival Blitz.

Said Bell: “At the Appleton Estate Jamaica Rum Festival you can literally expect Jamaican excellence on display. It’s all about the rum, food, and also the live entertainment. With the Reggae Sumfest partnership, we’re going to have Walshy Fire of Major Lazer, and Brush1 and Franco, as well as our headline act Beenie Man, who will be performing as Moses Davis, as well as New Wave, one of the forefront leaders of the reggae revival movement.”