Look for the keg

Last year Heineken had everybody saying "Brrrrr!!" at the Jamaica Jazz and Blues Festival with its ice-sculpted, igloo-themed booth. It easily was the most innovative and awesome booth at the event if the patrons' reactions were anything to go by.

Sticking to another familiar theme, this year, Heineken rolls out the keg, a novel booth in the shape of its popular party keg currently on sale. The colours and characteristics will be quite similar to the actual keg and it will have Heineken inside.

"Our booth this year will be a great way for Jazz patrons to connect with music through our brand. A taste of Heineken World awaits patrons inside and the party keg will be on sale for friends to enjoy the world's premium beer at Jamaica's premium Jazz festival," said Keri-Ann Evans, Heineken brand manager.

"The Talent Stage, which has provided a great platform for some of our current stars such as Tessanne Chin and Etana, will now be known as the Heineken Star Stage and it will form part of the Heineken booth," she added.

While acts such as Natalie Cole, Air Supply and Ron Isley will have all the attention on the main stage at the Trelawny Multi-purpose Stadium from January 27-29, the Heineken Star Stage is poised to build on its reputation by showcasing some of the finest upcoming musicians.

Evans added that while persons know of Heineken's association with music through the Heineken Green Synergy DJ competition, she said Jazz and Blues has been a key medium for the brand to support Jamaican music and artistes over the last 10 years.

Marcia McDonnough, marketing manager for the Jamaica Jazz and Blues Festival, acknowledged Heineken's support over the years and the role its unique-concept booth plays.

"We're really glad Heineken is on board for the 10th consecutive year and their association cannot be understated," said Marcia McDonnough. "What they bring to the event in terms of their engaging booths adds to the consumer experience and helps make Jazz what it is."

Heineken will also provide a one-of-a-kind VIP backstage experience to three patrons who access the Heineken Keg.

"Heineken will unlock VIP access for three lucky patrons and the only way to have a chance is to visit our booth at Jazz," Evans said.