BIGGA soda brand celebrates its 30th anniversary

Beverage manufacturer Wisynco Group is reiterating its commitment to building brands in the local productive sector. 

The declaration comes against the background of Wisynco’s soft drink brand BIGGA, celebrating its 30th anniversary. BIGGA is the first locally crafted beverage developed by a Jamaican-owned company. 

Launched in 1996, BIGGA became the first in a series of pioneering brands from Wisynco that helped the company build a reputation as an innovation powerhouse.

Wisynco’s Chairman, William Mahfood, is confident about BIGGA’s future, saying, “our track record shows that we know how to build brands. We have proven with BIGGA and other brands that we are not going anywhere. We are applying the same commitment and expertise that grew BIGGA to grow our other brands, including Legend, a truly Jamaican-owned beer.”

Continuing, he said, “our brewed portfolio has brands that Wisynco will stand behind for generations to come. We’re confident that our track record in distribution, brand execution and consumer engagement will translate into winning outcomes not just for our business, but for wholesalers, supermarkets, bars and the full value chain.”  

Key developments

Pointing to key developments over the years, Mahfood declared this is proof that innovation is a strong growth driver. “What we have done with products like BIGGA, WATA and BOOM is unmatched in terms of quality and product performance in the market. BIGGA will always stand out as a pioneer. We started with a core set of traditional Jamaican flavours that were designed to compete with international soft drinks on the market at the time. We never stopped innovating, and that strategy has paid off,” Mahfood noted.

Over the years, BIGGA became known not just for taste but also for being ‘Jamaica’s own’, a reflection of Jamaican pride and authenticity. The brand has also embraced seasonal or campaign-based packaging to coincide with national celebrations such as independence or sporting events. With a variety of fruit-forward flavours in different pack types, including cans for the export market, BIGGA is one of Wisynco’s best-performing products. 

Media campaign to launch milestone

As the brand celebrates its 30th anniversary, the company will launch a media campaign on Independence Day tomorrow, August 6, to mark the milestone. Consumer engagement will take the form of a promotion through which BIGGA fans can win a share of more than $4 million in cash and prizes. 

The 30th anniversary plans also include a major community giveback initiative. Through its BIGGA Change Makers campaign, the brand has pledged three grants of $300,000 each to community projects that will have a meaningful impact on Jamaicans. 

Community groups are encouraged to submit applications for projects that focus on education, sport, the arts or youth mentorship. Interested persons should follow the brand on social media for details on the application process and selection criteria. 

BIGGA Change Makers follows a $500,000 donation to Peace and Love in Schools (PALS) to continue the work being done to strengthen conflict resolution at Kingston High School. The donation, which was handed over in July, will fund the services of a certified PALS trainer at the school with the ultimate goal of creating a model that can be replicated at other institutions. 

Under the Peace Ambassadors Programme, students are trained as peace ambassadors, which translates to greater capacity for conflict resolution and a safer school environment.