BEST Weekend Ever (BWE) is known for drawing massive crowds — five days, seven major parties, and thousands of revellers chasing the season’s most unforgettable moments. This year, amidst the bass-heavy beats, dazzling lights, and energy-filled dance floors, Red Stripe brought something different: a commitment to protect the vibe by protecting the people in it.

Through its Drink and Live Responsibly campaign, Red Stripe made hydration a headliner with Drink and Live Responsibly ambassadors moving through the crowds at some events offering free bottles of water to encourage pacing between drinks. Partygoers who purchased water with their liquor received instant giveaways — ranging from merchandise to fun party accessories — turning the simple act of buying water into a reward, not a chore.

“This is about meeting people where they are,” said Daika Mitchell, communications manager at Red Stripe.

“We know that summer events are a big part of Jamaican culture, and we want people to enjoy them. But we also know that high consumption can have serious consequences — especially for our young people. Our presence at BWE was about showing that staying hydrated and staying safe is part of having the best time,” added Mitchell.

It’s a shift that event veterans and newcomers alike welcomed. “Party culture is evolving,” noted Joel Young Sang, Respec Di Vibez influencer at Red Stripe.

“For years, overconsumption was almost seen as a badge of honour, but people are realising that the real win is making it to the end of the night with your friends, your memories, and your safety intact. If we can help make that the norm, then we have done something meaningful,” added Young Sang.

Hundreds of bottles of water were distributed over the six days — but the real impact was in the smaller moments: friends passing around bottles of water before going back on the dance floor, strangers reminding each other to pace their drinks, and groups staying energised until the lights came on without hitting the wall too soon.