Wisynco Group Limited has committed to a one-year partnership with Zimi Entertainment, led by its beer brand, Legend Jamaican Lager.

The agreement, signed on Tuesday (March 17), at Wisynco’s Lakes Pen brewery, will run from January 1 to December 31, and will see Legend powering four stagings of the Zimi event series.

The investment positions the brand at the centre of one of the island’s most recognisable event experiences, while signalling continued confidence in a sector that has faced recent disruptions but remains a key driver of social and economic activity.

Speaking at the signing, brand manager for Legend Chevon Lewis said the partnership reflects the brand’s focus on connection and shared experiences.

“When Wisynco launched Legend, we set out to create a beer that truly reflects the spirit of Jamaica,” Lewis said. “At its core, Legend is about celebration, connection, and community, and that’s exactly why this partnership with Zimi makes sense for us.”

Zimi has built a strong following within Jamaica’s entertainment space, particularly among young adults of legal drinking age, by consistently delivering high-energy, high-quality experiences that resonate with its audience. The partnership is expected to further elevate the experience across its 2026 stagings.

“We all saw the impact of Hurricane Melissa last year, so it’s encouraging to see companies and brands supporting the entertainment sector to a place where it can meaningfully stimulate the economy, benefiting everyone from small vendors to large production companies,” expressed Nicholas “Zimi Nick” Mahfood, CEO of Zimi Entertainment.

In addition to the partnership signing, the Zimi Team toured Wisynco’s production facility, where they were given insight into the company’s brewing and distribution operations, including how capacity has been optimised to ensure a consistent supply of the company’s brewed portfolio ahead of the high-demand Easter and summer seasons.

Through the collaboration, Legend will work closely with Zimi Entertainment to enhance production, atmosphere, and overall event delivery, with the next staging of Zimi expected to build on the momentum of the newly signed partnership.

“It’s exciting to partner with a fresh, dynamic brand like Legend, which is bringing new energy and helping us grow the Zimi brand,” said Mahfood.