What started as a strategic move to boost sales at Liquor Chamber has evolved into one of Jamaica’s most magnetic lovers’ events.

Soul Sundays, conceptualised by promoter Shane Buchanan and his brother, was originally part of a three-day weekend series — 90s Dancehall Fridays, a Saturday night experience, and a Sunday concept dedicated entirely to soul music.

“We were planning three weekend events for the liquor store,” Buchanan explained. “Sunday was going to be different — soulful. So we sat down and decided to call it Soul Sundays. That’s how it started.”

The rapid growth of Soul Sundays, Buchanan says, is “mind-blowing” as it has levelled up in 2026.

Welcoming Jamaica’s premium brands Appleton Estate as title sponsor and Campari to add that touch of passion, these sponsors marked a defining moment for Buchanan.

“When events have premium brands like Appleton and Campari partnering with them it attracts more patrons. People say, ‘This must be a great event to have these brands partnering with them.’ ”

These are not ordinary partnerships, they are premium power moves.

“With their financial strength, the sky is the limit,” Buchanan noted. “We can now add even more value and ensure every staging is more memorable and the future looks even bigger.”

“Soul Sundays is a great event with great brands representing it,” Buchanan said. “With the addition of Appleton Estate and Campari, Soul Sundays is now the best souls event in Jamaica. They have definitely added value to the event and we thank them for being a part of Soul Sundays and I look forward to working with them beyond this year.”

When asked to describe the event experience in three words, Buchanan didn’t hesitate: “Soulful, energetic and passionate.”

One of the most striking elements of Soul Sundays is its audience. It has become a sanctuary for mature partygoers and couples who crave authentic soul music, the kind that once dominated Jamaica’s nightlife scene.

“We don’t have many events now where elderly couples can go and enjoy good, soulful music,” Buchanan said. “Soul Sundays brings back that vibe with real soul from back in the days.”

“It’s Valentine’s and it’s time for love,” Buchanan teased. “Fireworks was a must. Roses were given out to the lady lovers. This valentine’s edition was about celebrating the females.”

Mark Telfer, Channel and Customer Marketing Manager, J Wray & Nephew Limited, said “Appleton Estate has become the title sponsor of this wonderful event and Campari was also taken on board to elevate the passion element to the event.”

“As you know, Campari has the “Win Your Passion Moment” campaign going on and this was a chance to give many Valentines; patrons a chance to bask in all the wonderful prizes that Campari is giving away while basking in the elevated range of Appleton Estate and Soul Sundays. We are looking for greatness to come from this wonderful partnership.”

Couples stepped in rhythm while younger patrons discovered classics for the first time. Two disc jockeys took turns commanding the energy — one catering to seasoned partygoers, the other bridging the generational gap. The result? A seamless blend of old and new.

This Valentines’ Sunday’s staging promised heightened romance and high energy and delivered just that.

“As expected, there was passion, nostalgia and an elevated romance from all in attendance,” Buchanan stated.

The growth of Soul Sundays has truly surpassed Buchanan’s expectations with how fast it has grown, and if the past growth has been mind-blowing, the future looks even bigger.

“This event has grown significantly. The expectation was to have a weekly event and watch it grow over time, but the way it has grown in such a short time is really mind blowing.”

Now, the brand is preparing for expansion both locally and internationally.

“We will be changing locations locally, and we will also go international in 2026. Very soon, you will see a Soul Sundays in the United States,” Buchanan proudly stated.

International entertainers are also part of the blueprint, with plans to introduce both local and global acts to elevate the entertainment package even further.

From Portmore to the world stage, 2026 is shaping up to be Soul Sundays’ most transformative year yet, especially with the addition of the premium rum Appleton Estate. Sunday nights in Jamaica will never be the same again.

Ladies soak up the fun at a previous edition of Soul Sundays.