The unmistakable rhythm and colour of Carnival took over Janga’s Sound Bar & Grill on Wednesday night as premium cognac brand Hennessy officially announced its partnership with YardMas Carnival ahead of Jamaica’s Carnival season.

The event brought together members of the entertainment fraternity, media, and Carnival enthusiasts for an evening that celebrated music and vibrant spirit synonymous with the one-of-a-kind Carnival experience only obtained in Jamaica.

Central to the evening’s announcement was the unveiling of a limited-edition bottle of Hennessy VS Carnival Limited Edition. The bottle features a vibrant, Carnival-inspired design that mirrors the colour, movement, and high energy that define the season, positioning the iconic cognac brand squarely within one of Jamaica’s most anticipated celebrations.

Brand representatives explained that the collaboration with YardMas represents a natural alignment between two brands that thrive on bold expression, creativity, and community.

Throughout the evening, guests sampled Hennessy-crafted cocktails while enjoying lively soca mixes from deejay Troy Finzi.

The event allowed attendees to preview what both brands promise will be an exciting season on the road.

“Hennessy VS limited edition was inspired by passion and pride as well as cultural influence and the long-standing relationship between the brand and the Caribbean. Carnival is defined by colour, movements, artistry and our special limited edition bottle with its packaging and design depicts that spirit,” said Atina Samad, Hennessy’s business development manager.

“We are the official partners with YardMas this year and we are super excited about that,” she added, outlining that the partnership signals Hennessy’s deeper engagement with Jamaica’s Carnival culture as the brand is expected to feature prominently across YardMas events throughout the season.

Director of YardMas Carnival Dania Beckford shared that the two brands have a lot in common and are expected to dominate the streets come April.

“The qualities Hennessy brings to the table are the same features YardMas brings to the Carnival space. We are authentic Carnival people, we are actually yardies from Jamaica, fully owned by Jamaicans, and we are completely a lifestyle brand…we have the most vibes on the road,” she said. “That is also what Hennessy brings to Carnival. It’s all about the love, the vibrancy, the activities, and at YardMas we endorse that fully and want to thank Hennessy for actually seeing our brand as authentic as theirs so we can be partners for Carnival.

— Shereita Grizzle

Troy Finzi curates the tunes. (Photo: Joseph Wellington)

Regime Erviti (right), president of Latin America and Caribbean, Hennessy, addresses attendees as Atina Samad, business development manager, looks on. (Photo: Joseph Wellington)

Models display Ebony (left) and Picasso costumes. (Photo: Joseph Wellington)