As Jamaica gears up for the high-energy celebration of soca, dancehall, and nonstop motion that is ‘Best Weekend Ever’, Red Stripe and Pepsi-Cola Jamaica are putting purpose behind the party.

Following the recent signing of a memorandum of understanding (MOU), the two beverage powerhouses have launched a hydration-first initiative, ensuring that Crystal Punch Water is front and centre at every Red Stripe-sponsored event this weekend, from concerts to street dances.

This move anchors Red Stripe’s Drink and Live Responsibly platform and marks the official rollout of Respec’ Di Vibes, a values-driven digital campaign promoting moderation, safety, and joy in celebratory spaces.

“Best Weekend Ever is about the people, and our responsibility is to make sure they leave with memories, not regrets,” said Dianne Ashton-Smith, head of corporate affairs at Red Stripe. “Our partnership with Crystal Punch is a signal that we’re reimagining what responsible celebration looks like. Respec’ Di Vibes is about shifting behaviour in a way that still feels joyful, still feels Jamaican, but sets a new standard for how we show up for ourselves and each other.”

Across the weekend, eventgoers will experience subtle cues that encourage pacing and personal care: Crystal Punch bottles distributed at key venues, QR codes offering hydration tips, and signage nudging patrons to balance vibes with responsibility.

And to bring the message to life, the brands will be rewarding those who respec’ di vibes in real time with giveaways and surprise prizes handed out to partygoers seen making smart choices and embracing moderation.

The initiative also serves as a grassroots response to national concerns about underage and binge drinking, embedding healthy habits directly into Jamaica’s party culture.

“We’re not taking anything away, we’re simply adding value,” said Anissa Walker, transformation manager at Pepsi-Cola Jamaica. “This partnership is about creating a culture that champions hydration, smart choices, and fun that lasts.”

The MOU signing at Red Stripe’s headquarters last week signalled a symbolic reset, one where joy and responsibility are no longer seen as opposing forces, but as partners in the same movement. As the soca rhythms rise and coolers open with both Red Stripe and Crystal Punch inside, the message will be clear: the future of partying in Jamaica is hydrated, intentional, and proudly community-first.

“This is about shaping a new kind of party culture, one that celebrates the energy of our people while protecting their well-being. That’s the legacy we want to build, not just for this weekend, but for the future of Jamaica’s entertainment scene,” said Ashton-Smith.