KINGSTON, Jamaica — Campari has signed a year-long title partnership with popular event series Sandz Music Festival.  The collaboration comes into effect with the January 1 staging at Stadium East.

The event is headlined by red hot dancehall artiste Skippa, who is currently riding high with hit songs including 10 Past 2, Currency and WYFL.

In an exclusive interview with Observer Online, Dominic Bell, communications manager, Campari, spoke about the partnership with Sandz.

“Campari is a brand that shows up where our consumers naturally gather, which is at the intersection of lifestyle, culture, and entertainment. Sandz creates moments of conviviality for patrons who enjoy high‑quality dancehall entertainment, and we see it as essential to be present in these cultural spaces. By pouring our signature cocktails at Campari Sandz, we’re supporting an experience where people come together and create lasting memories,” Bell disclosed.

He added, “For 2026, Campari will serve as the title partner for Campari Sandz, with editions scheduled across the island, including Kingston, Ocho Rios, St Elizabeth, and an upcoming debut staging in Montego Bay.”

Bell gave an insight into what patrons can expect at the event. “For our first Campari Sandz staging, the first 100 customers who purchase one bottle of Campari 750ml at Ready Stock Wholesale will receive a complimentary event ticket. Beyond that, patrons can look forward to enjoying Campari cocktails at the event’s pouring bars, including favourites such as the Campari Grapefruit, Campari Orange, and Rumpari,” said Bell.

He said the focus is to ensure that the event contributes to rebuilding efforts.

“For now, our focus is on ensuring that Campari Sandz contributes to Jamaica’s wider orange‑economy rebuilding efforts, which account for at least 5 per cent  of the country’s GDP. With many consumers and community members still recovering from the impact of Hurricane Melissa, it’s important for brands like Campari to invest in Jamaica’s entrepreneurial class, who employ, entertain, and elevate communities. This also strengthens the global appeal of Brand Jamaica’s entertainment product,” he argued.

Carlton Davy, director, Twenty14 Jamaica Limited says the Sandz team is looking forward to the partnership.

“We are most looking forward to fostering a long-term partnership with Campari that will continue to grow and benefit both the Sandz brand and our patrons from staging to staging. The fact that this is a full-year contract is very promising and speaks volumes about the commitment on both sides to building something sustainable and impactful.  We are also excited about introducing the quality products from the J Wray & Nephew portfolio to our audience and elevating the Sandz experience by bringing those premium tastes directly to our patrons,” said Davy.

He shared that the partnership signals a major milestone for the Sandz brand.

“This partnership represents a significant milestone for Sandz. It validates the growth of the brand and its positioning as a premier lifestyle festival in the Caribbean diaspora. Securing a year-long partnership with a global brand like Campari highlights the confidence they have in our vision and our ability to consistently deliver premium experiences. It sets the foundation for deeper collaborations, enhanced staging, and even more memorable moments for our patrons across all Sandz events,” said Davy.

The first staging of Sandz took place in May 2014 at Sugarman’s Beach in Portmore and it has since grown into one of the most anticipated events on the entertainment calendar.

“Sandz has evolved tremendously over the past 12 years. What started as a beloved local event has grown into an international lifestyle brand, with stagings in Florida, Atlanta, New York, Canada, and England.  The event’s format has also evolved, transitioning from a traditional split between VIP and general to a more inclusive one-party experience, with added premium elements such as table sections and cabanas,” Davy reasoned.

DJs Ricky Platinum and Prince Royal, DJ Dwayne, Di Unit and Fyahman alongside Vinchi, lead a line-up of musical connoisseurs that will transport patrons to a sea of musical revelry at Thursday’s staging.