Magnum Tonic Wine provided the experience of a lifetime to six of its loyal consumers from Trinidad & Tobago and Barbados, with an all-expenses-paid trip to Jamaica for the ‘Ultimate Dancehall Experience’.
This experience included access to the pulsating rhythms of the greatest summer festival, Reggae Sumfest, where the winners were immersed in Jamaican culture, food and music.
Aimed at championing the role of Magnum Tonic Wine with the embedding of dancehall through its connection to Reggae Sumfest, the culture’s largest festival product, the promotion, delivered. This included the six winners landing in Jamaica at the Donald Sangster International Airport on Friday, July 18, 2025, to VIP treatment from the moment they arrived. Greeted with authentic Jamaican flair, they were whisked away to luxury accommodations at Secrets Wild Orchid, in Freeport, Montego Bay.
Bajan winner, Taitree Suelall, expressed her joy at winning the giveaway, and shares her experience being in Jamaica. “Oh my gosh, I was so excited and honestly a little shocked because I really didn’t expect to win! It all felt so surreal. The entire trip was perfect from start to finish, and the hotel? Absolutely beautiful and luxurious,” she stated.
Throughout their stay, the winners enjoyed private ground transportation, concierge service, and Magnum-hosted dining experiences that showcased the best of Jamaican cuisine, from spicy jerk chicken and festival, to fresh seafood and tropical fruits.
The group kicked off their Reggae Sumfest experience at Festival Night 1, with the return and crowning of Vybz Kartel as the King of Dancehall. Magnum’s winners were given VIP access to mainstage events, enjoying performances by dancehall heavyweights Masicka, Skeng, Vybz Kartel, and Tommy Lee, all from prime vantage points.
Festival Night 2 was an equally yoked treat for the group, as some of the biggest names in Reggae music: Lila Ike, Protoje, Tarrus Riley, I-Wayne and Bugle, all executed a phenomenal show, further cementing themselves as Reggae icons. The guests were most thrilled by witnessing the legendary Toni Braxton live for the first time also.
“The entire weekend was absolutely exhilarating! The crowd, the music, the energy, it was all on another level. I’d describe it as exciting, intense, and yes, a bit exhausting, but every moment was worth it. Truly a phenomenal experience I’ll never forget,” expressed Sunil Dwarika, one of the promotion’s winners from Trinidad.
Throughout the weekend, the guests were able to enjoy mixed drinks from Campari Group’s full portfolio from the Magnum branded bar, and be soaked in the high-octane energy of Montego Bay’s Catherine Hall. Making the moment even more special, was this trip being their first time experiencing the magnetic pull of Jamaican music in its birthplace, a feeling they described as “pure magic.”
As the winners departed the island, the excitement was still high. For Channel and Customer Marketing Manager at J. Wray & Nephew, producers of Magnum Tonic Wine, Chevanne Lawrence, the campaign wasn’t just about going to a stage show, but rather, it was geared towards creating an even tighter bond with its consumers right across the region.
“We are elated to have been able to host this incredible group for this year’s staging of Reggae Sumfest. We set out to create a campaign that wasn’t just about giving away a trip, it was about connecting people to the source. This Ultimate Dancehall Experience was our way of celebrating the spirit of dancehall and sharing the richness of dancehall culture with our community. Judging by the smiles, the vibes, and the stories, we did just that.”
He continued to share that “in the world of entertainment in Jamaica, Magnum and Dancehall are the ultimate pair. It is against this backdrop that we continue to partner with Reggae Sumfest to bring this genre to the world. Reggae Sumfest is not just another festival; it is a celebration of our music and our wider dynamic Caribbean culture”.
Magnum’s commitment to keep the Dancehall culture vibrant and evolving, and its partnership with Reggae Sumfest represents a shared passion and vision for the future of Jamaican creativity.