The sun had barely risen on Carnival weekend, but the streets of Kingston were already alive with colour, music, and unstoppable energy.

 Smirnoff, in partnership with GenXS, delivered a thrilling Jamaica Carnival experience over the past weekend, lighting up the streets of Kingston with back-to-back festivities. The celebrations kicked off with GenXS Immortal J’ouvert on Carnival Saturday, followed by a grand time during the Jamaica Carnival Road March on Carnival Sunday. Hundreds of revellers came together to celebrate music, culture, and freedom of expression, powered by immersive brand activations from Smirnoff and supporting partner Rum Stripe.

The festivities began in the early hours of Saturday morning as revellers gathered at the Liguanea Club, ready to dive into the colourful chaos of GenXS Immortal J’ouvert. From 3 AM until well past sunrise, paint, powder and pulsating soca beats flooded the streets, with the DJs ensuring that energy levels remained sky-high. Trinidadian soca mogul Bunji Garlin electrified the crowd with a live performance that had revellers jumping, waving, and embracing the pure magic of J’ouvert.

Lasana Wilson, Junior Brand Manager at Smirnoff, captured the spirit of the weekend, stating, “Smirnoff stands for freedom of expression, and there’s no better celebration of that spirit than Carnival. Seeing hundreds of people come together to celebrate life, music, and culture with us was truly incredible. We are honoured to have been part of such a transformative experience. We believed in GenXS’ vision and our partnership flourished to make this year’s Carnival an unforgettable one for patrons.”

The energy continued into Carnival Sunday, April 27th, as GenXS revellers transformed the streets of Kingston into an unforgettable spectacle for the Jamaica Carnival Road March. Dressed in stunning costumes that shimmered in the Caribbean sun, the masqueraders filled the city with a vibrant display of colour, music and movement.

Closing out the end of the Road March experience was an electrifying live performance from Kes the Band. The Trinidadian soca kings delivered an unforgettable set, energising the masses with crowd favourites as they sang along and danced the night away.

“This past weekend was a milestone for GenXS and we delivered everything we envisioned—energy, passion, and a real celebration of Carnival in Jamaica,” shared Mala Morrison, GenXS Band Leader and Director, as she reflected on the weekend’s success. “Smirnoff’s support made a tangible difference—they enhanced our vision—and we are truly grateful. Looking ahead to 2026, we are excited to continue this partnership, and we see even greater opportunities to innovate, collaborate and grow what we have built. 

Returning GenXS reveller Kayla Brown summed up the weekend perfectly: “From Bunji Garlin’s performance at J’ouvert to the road march to ending Carnival Sunday with Kes playing live, I loved every minute of it. I’ve never felt more alive. The vibes were non-stop, the energy was immaculate—definitely a carnival experience for the books.”

Smirnoff’s bold activations and Rum Stripe’s lively on-the-road presence worked in harmony to deliver a full sensory experience that went beyond music and costumes. Together, they created a space where revellers could embrace their freedom and revel in a true celebration of Caribbean culture.

As the sun set on another extraordinary staging of Jamaica Carnival, Smirnoff and GenXS had once again raised the bar—reminding everyone why Carnival is more than just a party; it is a celebration of life, unity, and the boundless joy of being free.