Reggae music aficionados and rum enthusiasts alike have reason to rejoice as two of Jamaica’s most iconic festivals, Reggae Sumfest and the Jamaica Rum Festival, have forged a groundbreaking partnership set to rock Montego Bay for the next three years. With Rum Fest slated for July 18, it will now be promoted as part of the Reggae Sumfest week of festivities, spanning from July 14 to July 20 in Catherine Hall, Montego Bay.
Joe Bagdonovich, the visionary behind Reggae Sumfest which Reggae Sumfest celebrates its 31 Anniversary this year, announced the collaboration at the launch of the Jamaica Rum Festival held on March 27 at the Aqueduct at the University of the West Indies.
Bagdonovich expressed his enthusiasm, promising attendees an unparalleled experience. “You are gonna see performances that you have never seen before, especially Baby Face who is our special guest. Beres Hammond is gonna give a performance they haven’t seen probably ever. Just the whole dynamics of our lineup is really special this year,” he exclaimed.
The 2024 editions of both festivals are fueled by the title sponsorship of Appleton Estate, a flagship brand of J. Wray and Nephew Company.
Bagdonovich emphasized the prestige of having J. Wray and Nephew, a renowned global brand, as the title sponsor for the next three years. “To embrace us for a three-year contract,” he reflected, “it says a lot for what we have done over the years.”
Marketing Director of J. Wray and Nephew Stefano Furini commented to WMV, “We think its a great idea, its a partnership that put together two excellences of Jamaica, one is Rum sin Appleton Estate and the other one is entertainment under the name of Reggae Sumfest. So the two together imperfect to offer to people something unique and memorable.”
Bagdonovich acknowledged the financial commitment required, calling for more sponsors to come onboard and citing the yearly expenditure for Sumfest as “a lot of millions of U.S. dollars” invested to ensure the festivals’ success. “We are really interested in competing with the best and doing the best for reggae music and the country of Jamaica, all the artists, and that’s what we do,” he affirmed.
The Jamaica Rum Festival started in 2019 when all 4 distilleries in Jamaica: Hampden Estate, Appleton Estate, Worthy Park Estate, and National Rums of Jamaica came together came together for the event at Hope Gardens in Kingston. The last staging was in 2020 in Montego Bay.
