Leading Cognac brand, Hennessy, has returned with its premium carnival experiences for Jamaica Carnival 2024. Similar to the prior year, the brand will be executing with the Xodus and YardMas bands in the week leading up to Road March day, April 7.

Known for its participation in major events worldwide, Hennessy is looking to cement its status as a major player of Carnival within the region. In anticipation of an unforgettable season, the brand will be executing activations that will leave carnival lovers and Hennessy consumers excited for what is to come on April 7th.

Hennessy will be kickstarting its celebrations with select premium events, offering a plethora of ritzy options to elevate and sweeten the experiences that will be created. The first on its calendar of events is a pop-up event on March 29, 2024 that will transform Ribbiz UltraLounge into an exquisite carnival wonderland. 

Pavel Smith, Marketing Manager at J. Wray & Nephew, distributors of Hennessy, is confident that this year’s activation will outdo that of 2023.

“Throughout the years, Carnival has ingrained itself into Jamaican society and we have certainly come a far way in adapting this piece of culture. In likeness to last year’s staging, we are promising a grand show that will ensure that in years to come, Hennessy is synonymous with Carnival. We have great things in store this year, and we absolutely can't wait to celebrate with and show our loyal supporters what we have in store,” he stated.

On April 3, 2024, the brand will activate at Xodus Carnival’s first ever masquerade party, Fete Gala.

Following this, on April 4, the brand will also be present at the YardMas Rytz event, which will feature a live performance by Trinidadian Soca star, Kes.

On Road March Day, similarly to last year’s execution, the brand will be seen chipping down the road with the YardMas band, as they celebrate with Hennessy influencers, ambassadors, and artistes.

In ensuring that masqueraders and consumers are well catered for, Hennessy will also participate within the lunch stop areas, with several food selections, premium drink mixes, and branded memorabilia. The Carnival celebrations culminate on Sunday, April 7, 2024, with the highly anticipated Road March, where masqueraders will flock the streets of Kingston, parading beautifully designed, colorful-feathered costumes.