Durrant Pate/Contributor

Fresh from signing Mother’s Food Group to supply its revellers with meals for a third consecutive year, Yard Mas has onboarded premium rum brand, Worthy Park, for Carnival in Jamaica 2026. 

Worthy Park is expanding its ‘Play A Worthy Mas’ campaign to Yard Mas, thereby bringing an enhanced rum experience to masqueraders on and off the road. Since launching the Worthy Park brand in 2021, the brand has steadily built out a diverse rum portfolio from its distillery in Lluidas Vale, St Catherine, offering authentic, pot-still Jamaican rums known for full-bodied and distinctive flavour profiles.

The collaboration with Yard Mas marks the next step in Worthy Park’s growing involvement in Jamaica’s carnival space. Masqueraders will experience the partnership in a way that is seamlessly integrated into the Yard Mas journey on Carnival Day. 

Expect rum-fuelled spectacle 

Worthy Park rums will be poured from the band’s trucks and featured at lunch stops through curated bars and service points along the route. They will also be introduced to the Worthy Park Rum Mix, a ready-to-drink spearhead by their distribution partner, Wisynco Group, which offers a refreshing and light 5% alcohol option while maintaining the authentic flavour of Jamaican rum. 

With a full slate of carnival activations and its partnership with Yard Mas, Worthy Park rums are set to bring bold flavour and authentic Jamaican energy to the Carnival Road March on April 12. The partnership also reflects a broader effort to strengthen the Carnival experience through collaborations between leading Jamaican brands.

Beyond the drinks experience, the brand will also be reflected visually through Yard Mas trucks and experiential touchpoints along the route, becoming part of the vibrant atmosphere that defines the band’s road march.

Partnering with Yard Mas

Worthy Park marketing manager Tamika West explains that partnering with Yard Mas allows the brand to celebrate that energy while sharing the distinctive character of Worthy Park rum with both local and international masqueraders. Last year, the brand introduced its Play Ah Worthy Mas concept through a series of pre-carnival activations, and now in 2026, the initiative expands significantly with Worthy Park not only supporting lead-up events but also joining Yard Mas on the road for the Carnival Road March on April 12.

.For her, “carnival is one of the most exciting expressions of culture, and it creates the perfect space for Worthy Park to show up in a bold and authentic way,” noting, “partnering with Yard Mas allows us to celebrate that energy while sharing the distinctive character of Worthy Park rum with both local and international masqueraders.” 

For Yard Mas, the partnership reflects a deliberate alignment with a brand that represents Jamaican heritage and craftsmanship. Managing director of Yard Mas Carnival, Andrew Bellamy, is “especially excited about the Worthy Park Rum Mix, which will be distributed to masqueraders in ready-to-consume cans along the road. These come in a variety of tropical flavours that we know our yardies will enjoy.”

He says Worthy Park complements that energy as the brand carries that same sense of vibrancy, backed by a gold-standard reputation for quality Jamaican rum, adding, “Partnerships like this allow us to continue raising the standard of how we execute Carnival in Jamaica. When strong Jamaican brands come together, it strengthens the entire ecosystem around Carnival from cultural narrative to the visitor experience.”

“Worthy Park brings authenticity and heritage, and when that is combined with the energy and creativity of Yard Mas, it helps position Carnival in Jamaica as something truly unique,” Bellamy continued, citing the brand as one of Jamaica’s most respected rum producers with a legacy that speaks to authenticity, craftsmanship, and Jamaican pride.