Smirnoff brings the premium experience to Negril weekend

The party experience in Negril on Emancipation weekend will be taken to a premium level with the Smirnoff Dream Weekend between July 30 and August 2.

"Smirnoff Dream Weekend will be an unrivalled event this Emancipation weekend," said Marsha Lumley, Smirnoff brand manager. "We'll be hosting premium parties which will offer our wide range of cocktails and international mixes, and patrons should come expecting the finest experience."

Diageo Red Stripe had teamed up with Dream Weekend last year for the inaugural event. The alcohol company, which is majority owned by Diageo Plc, was a major player during the height of the Spring Break parties on Negril's hip strip and has been a part of the Emancipation/Independence weekend party series since 2003.

This year, Diageo Red Stripe, through its leading vodka, Smirnoff, will bring a premium element to the Negril weekend.

"We believe that the Smirnoff Dream Weekend is a great fit for Smirnoff, which is the fastest growing vodka brand in Jamaica," said Jomo Cato, head of marketing for Diageo Red Stripe.

seven parties, great synergy

P.J. Wright, promoter of Daydreams, one of the seven parties in the Dream Weekend line-up, said having Smirnoff onboard as title sponsor forms a great synergy with the consumers who attend the weekend.

"Last year we noticed a growing trend in the demand for Smirnoff mixes and it has become the premium choice among young adult drinkers," said Wright.

Smirnoff Dream Weekend takes place in Negril from July 30 to August 2. Also on-board as associate sponsor for Smirnoff Dream Weekend is Heineken. Heineken will add its premium, international appeal to the weekend.

The full line-up of parties include Smirnoff Flavours (Friday), Twisted Spiritz (Friday night), Yush (Saturday), Daydreams (Saturday night), Xtreme Wet 'n' Wild (Sunday), Beer Vibes (Sunday night) and Smirnoff Xclusive (Monday).