Hennessy brings premium power to Yard MAS Carnival

Hennessy has announced a high-powered partnership with Yard MAS as the Exclusive Cognac Partner for Jamaica's 2026 Carnival season.

Distributed by Select Brands Limited, Hennessy, will be splashed across the entire Yard MAS Carnival calendar, infusing its iconic heritage, bold culture and celebratory flair into one of the island's most electric road experiences.

The move marks a major investment by Select Brands, reinforcing Yard MAS' rise as a top-tier Carnival brand.

With exclusive cognac pouring rights secured for the 2026 season, Hennessy will be front and centre at every Yard MAS moment.

Lauren Meghoo, marketing manager at Select Brands Limited, said the partnership was a natural collision of culture and celebration.

"Carnival has always been a space where culture, music, and celebration come together naturally, and Hennessy fits comfortably in that environment," she said.

"Partnering with Yard MAS allows us to place the brand right in the heart of the experience and create meaningful moments for revellers throughout the season," Meghoo added.

Revellers can expect next-level indulgence, with sleek Hennessy mobile bars, premium cocktails, and elevated bar takeovers at marquee events like the beach party. On Road March day, the brand will turn up the luxury with a refined mixology experience at the exclusive lunch stop, while maintaining a strong, stylish presence on the road as the vibes peak.

For Yard MAS managing director Andrew Bellamy, the collaboration signals a bold new era.

"This partnership with Hennessy represents a powerful new chapter for Yard Mas Carnival," Bellamy said.

He noted that Hennessy is a brand that resonates deeply with Jamaicans as it is celebrated within both dancehall and carnival spaces.

"As we mark our fourth road experience within the streets of Kingston as Yard Mas Carnival, aligning with a global brand like Hennessy complements and enhances the premium energy of our costumes and road experience, and also signals the kind of forward-thinking collaborations we are committed to building for our Yardies," said Bellamy added.