KINGSTON, Jamaica – Wray and Nephew White Overproof Rum has thrown its support behind the staging of Jamaica’s Reggae Month celebrations for the next three years, with a sponsorship of $90 million.

The official signing of the partnership between J Wray and Nephew and the Ministry of Culture, Gender, Entertainment and Sports took place on Friday inside the conference room at the ministry.

An excited Olivia ‘Babsy’ Grange, minister of culture, gender, entertainment and sports, was filled with emotions during the occasion.

“I look at it as a relationship that has existed over the years, for a long time and we decided to get married today. Wray and Nephew White Rum is part of our culture, and J Wray and Nephew Limited is an entity that has always been there as one of the corporate entities that has contributed to Jamaica’s development. And our culture and sports have been a national output from the people. And so, it’s a natural relationship that can only grow from strength to strength and that can only produce positive results,” Grange said in an interview with Observer Online shortly after the official signing took place.

Grange continued, “with J Wray and Nephew partnering with us in culture and sports to penetrate the country is a win-win situation. And where the government is not able to provide funding, where the government of Jamaica is not able to move in a more expeditious manner, the private sector is on board now, to give us that push and to give us that support to really help us.”

Now in its 16th year, Reggae Month is celebrated in February and shines the spotlight on Jamaica’s music for the entire month. A number of activities are scheduled to take place during the period.

Grange says she’s happy the month has a “partner and we are gonna work together to ensure that we are able to have that much great impact on the people of Jamaica and in particular, young people.”

Jean Philippe Beyer, the managing director for J Wray and Nephew Limited, was also happy about the partnership with the ministry.

“I am very happy and proud to represent J. Wray and Nephew at this signing and announcement of a new public/private partnership with the Ministry of Culture and the JCDC (Jamaica Cultural Development Commission) for Reggae Month.   Our brands have been and still are embedded in all aspects of Jamaican culture and as such are true representatives and ambassadors of Brand Jamaica here and abroad. J. Wray and Nephew’s long-term commitment, and strategic aim, is the development of what we see as the three major pillars of Jamaican culture. Our Food & Drink (where we are already playing an important part with our rums), sport, and music.  These three cultural pillars resonate not only across our island, but they also have earned worldwide recognition,” Beyer said.

He added, “At J Wray and Nephew, we believe that we have a social responsibility to Jamaica and its people. Looking at ways to give back, we decided to use these rich cultural platforms, this is why we will become a full participant and contributor of Reggae Month. To that effect, we will commit to a multi-year sponsorship, and we will not only support the Ministry’s efforts to develop music, we will also support the Jamaica Reggae Industry Association (JARIA) with a separate sponsorship package.”