Alcohol and spirits giant Campari says that with millions returning annually on investments in the local entertainment, hotel, and creative sectors, its brand has become a major stakeholder within Carnival in Jamaica’s continued growth as a cultural economic force.

With the recent announcement by Tourism Minister Edmund Bartlett that Carnival in Jamaica generated an astounding J$4.42 billion in direct total economic impact in 2024, this annual celebration is driven by enthusiastic partners such as Campari, and it represents a significant financial opportunity for the nation which goes beyond the spectacle of Road March Day.

One of the main components of this significant investment is Campari’s partnership with the Yard Mas and Xodus bands, two of Jamaica’s biggest and most well-known carnival promotional outfits.

With the largest open-format road march viewing party for the season, Campari Boulevard, which is free of admission, and sees guests treated to junkanoo, steel pan music, soca, and of course dancehall, Campari has not only supported these bands for the third year in a row but has also contributed to the very fabric of Carnival as a cultural platform.

Dominic Bell, communications manager at Campari, stated that, “Campari’s continued participation in Carnival in Jamaica is an investment in its people, culture, and experiences rather than merely branding.” 

“We are pleased to have invested millions in Carnival through Campari, much like we do for dancehall with Magnum Tonic Wine, opening doors for bartenders, entertainers, costume designers, event coordinators, and a host of other creatives to participate within this vibrant eco-system. Everyone benefits from Carnival’s expansion, and we are honoured to be a part of it,” he further explained.

In the run-up to Carnival Sunday on April 27, Campari’s activations such as their pop-up events in Montego Bay and Ocho Rios, signature Campari mixed drinks being poured responsibly throughout the season, and activations at their myriad of sponsored events leading up to Road March Day, has also been an integral driving force behind local excitement and visitor engagement.

Thousands of partygoers and revellers are anticipated to congregate on the well-known Campari Boulevard alone, which has now become a staple in Carnival at this point—further supporting local vendors and entertainers.

“Unquestionably, Carnival stimulates economic activity, and brands such as Campari are demonstrating how private partnerships are of critical importance to the public, as we further ‘Jamaicanise’ and create our own Carnival product, ensuring that from the vendors to the entertainers performing on the road, are of contribution to a wider eco-system benefiting all,” Bell added.

“So we encourage everyone over the legal drinking age to enjoy Campari with their favourite chaser responsibly, as we showcase Jamaica to the world in a meaningful way through culture, conviviality and solidarity in our home. That is the essence of the Campari Carnival experience.” 

As the island gets ready for what is expected to be one of the largest road marches ever, Campari’s ongoing commitment guarantees that Carnival in Jamaica strikes a balance between enjoyment and its enduring importance as a driver of the country’s creative, entertainment, and tourism industries.