Jamaican rum brand Worthy Park has partnered with Carnival band YardMas for Carnival in Jamaica 2026 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 YardMas 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. “Partnering with YardMas 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 YardMas on the road for Carnival Sunday, April 12.

“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 YardMas. “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.”

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 product spearheaded by their distribution partner Wisynco Group Limited, which offers a refreshing and light 5 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.”

“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 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.