KINGSTON, Jamaica — In a significant move within the entertainment industry, global spirits giant Campari has entered into an exclusive year-long title sponsorship agreement with Jamaica’s acclaimed Sandz Music Festival. The newly branded ‘Campari Sandz’ initiative officially commences with its inaugural event on January 1st at Stadium East, featuring chart-topping dancehall sensation Skippa as the headline performer.
Dominic Bell, Communications Manager at Campari, emphasized the strategic alignment between the brand and the festival during an exclusive interview. “Campari strategically positions itself at the convergence of lifestyle, culture, and entertainment—spaces where our consumers naturally congregate,” Bell stated. “Sandz generates exceptional moments of social connection for enthusiasts of premium dancehall entertainment. Our presence in these cultural environments is paramount, and through serving our signature cocktails at Campari Sandz, we’re enhancing experiences where communities unite to forge enduring memories.”
The partnership will see multiple festival editions across Jamaica throughout 2026, including productions in Kingston, Ocho Rios, St. Elizabeth, and a debut staging in Montego Bay. Bell revealed exclusive patron benefits: “The first 100 customers purchasing a 750ml bottle of Campari at Ready Stock Wholesale will receive complimentary event tickets. Attendees can anticipate specially curated cocktail bars featuring favorites like Campari Grapefruit, Campari Orange, and Rumpari.”
Notably, the collaboration carries substantial economic implications. Bell highlighted Campari’s commitment to Jamaica’s orange-economy recovery, which constitutes approximately 5% of the nation’s GDP. “With many communities still rebuilding after Hurricane Melissa, it’s crucial for international brands to invest in Jamaica’s entrepreneurial class who employ, entertain, and elevate local communities,” Bell explained. “This investment simultaneously strengthens the global appeal of Brand Jamaica’s entertainment exports.”
Carlton Davy, Director of Twenty14 Jamaica Limited, expressed profound enthusiasm for the partnership’s potential. “This year-long contract signifies a powerful commitment toward building sustainable, impactful entertainment experiences,” Davy noted. “We’re particularly excited to introduce the premium J Wray & Nephew portfolio to our audience, elevating the Sandz experience through superior taste offerings.”
Davy characterized the agreement as a transformative milestone for the Sandz brand, stating: “Securing a global partnership with Campari validates our evolution into a premier Caribbean lifestyle festival. This endorsement reflects confidence in our vision and execution capabilities, establishing foundations for enhanced productions and deeper patron engagement across all international stagings.”
Since its inception at Sugarman’s Beach in Portmore during May 2014, Sandz has expanded from a local celebration to an international phenomenon with editions in Florida, Atlanta, New York, Canada, and England. The festival has progressively evolved from traditional VIP/general divisions toward inclusive, premium-oriented experiences featuring table sections and cabanas.
The January 1st event will feature musical orchestration by DJs Ricky Platinum, Prince Royal, DJ Dwayne, Di Unit, Fyahman, and Vinchi, promising an immersive journey through dancehall excellence.