KINGSTON, Jamaica — Premium Jamaican rum brand Worthy Park has partnered with Yard Mas for this year’s Carnival in Jamaica, expanding its “Play A Worthy Mas” campaign and bringing an enhanced rum experience to masqueraders on and off the road.

Since launching the Worthy Park brand in 2021, the company has steadily built out a diverse rum portfolio from its distillery in Lluidas Vale, St Catherine, offering authentic, pot-still Jamaican rums known for full-bodied and distinctive flavour profiles.

The collaboration with Yard Mas marks the next step in Worthy Park’s growing involvement in Jamaica’s Carnival space.

“Carnival is one of the most exciting expressions of culture, and it creates the perfect space for Worthy Park to show up in a bold and authentic way,” Worthy Park Marketing Manager Tamika West stated in a news release on Friday. “Partnering with Yard Mas allows us to celebrate that energy while sharing the distinctive character of Worthy Park rum with both local and international masqueraders.”

Last year, the brand introduced its Play Ah Worthy Mas concept through a series of pre-Carnival activations. In 2026, the initiative expands significantly, with Worthy Park not only supporting lead-up events but also joining Yard Mas on the road for the Carnival Road March on April 12.

For Yard Mas, the partnership reflects a deliberate alignment with a brand that represents Jamaican heritage and craftsmanship.

“Worthy Park is one of Jamaica’s most respected rum producers, with a legacy that speaks to authenticity, craftsmanship and Jamaican pride,” said Andrew Bellamy, managing director of Yard Mas Carnival. “At Yard Mas, we are always deliberate about the brands we align with because our road march experience is ultimately a celebration of Jamaican culture. Worthy Park represents an important part of our rum heritage, which makes the partnership feel natural. Bringing a rum of that calibre onto the road ensures that masqueraders experience something that is truly Jamaican, both in flavour and in spirit.”

Masqueraders will experience the partnership in a way that is seamlessly integrated into the Yard Mas journey on Carnival day. Worthy Park rums will be poured from the band’s trucks and featured at lunch stops through curated bars and service points along the route. They will also be introduced to the Worthy Park Rum Mix, a ready-to-drink spearhead by their distribution partner Wisynco Group Limited, which offers a refreshing and light five per cent alcohol option while maintaining the authentic flavour of Jamaican rum.

“We’re especially excited about the Worthy Park Rum Mix, which will be distributed to masqueraders in ready-to-consume cans along the road,” Bellamy explained. “These come in a variety of tropical flavours that we know our yardies will enjoy.”

Beyond the drinks experience, the brand will also be reflected visually through Yard Mas trucks and experiential touchpoints along the route, becoming part of the vibrant atmosphere that defines the band’s road march.

“Yard Mas is an unmatched vibe that comes alive in the colours, music, movement and the joy of being on the road,” Bellamy added. “Worthy Park complements that energy because its brand carries that same sense of vibrancy, backed by a gold-standard reputation for quality Jamaican rum.”

The partnership also reflects a broader effort to strengthen the Carnival experience through collaborations between leading Jamaican brands.

“Partnerships like this allow us to continue raising the standard of how we execute Carnival in Jamaica,” Bellamy said. “When strong Jamaican brands come together, it strengthens the entire ecosystem around carnival, from the cultural narrative to the visitor experience. Worthy Park brings authenticity and heritage, and when that is combined with the energy and creativity of Yard Mas, it helps position Carnival in Jamaica as something truly unique.”

Worthy Park continues to represent the island’s rum heritage globally. The company’s commitment to quality has earned international recognition, including Rum Producer of the Year at the International Wine & Spirit Competition in 2023 and 2025.

With a full slate of Carnival activations and its partnership with Yard Mas, Worthy Park rums are set to bring bold flavour and authentic Jamaican energy to the Carnival Road March on April 12.

From left to right: Worthy Park Estate Marketing Manager Tamika West, Yardmas CEO Andrew Bellamy, Wisynco Brand Manager Brittany Thwaites, and Wisynco Consumer Marketing Manager Melissa Kim Johnson during the official signing marking the collaboration between Yardmas and Worthy Park Estate, at Worthy Park Estate on Wednesday March 4, 2026.