Hennessy Named Exclusive Cognac Partner of Yard MAS Carnival 2026

Today, Hennessy officially announced their partnership with Yard MAS, signing on as the Exclusive Cognac Partner for the 2026 Carnival season in Jamaica.

Throughout this partnership, Hennessy, distributed by Select Brands Limited, will have a strong presence as the “Spirit of Carnival” throughout the Carnival calendar, bringing its heritage, culture, and celebratory spirit to one of Jamaica’s most vibrant and dynamic road experiences. The partnership represents a significant investment by Select Brands in the continued growth and premium positioning of the Yard MAS experience.

The agreement grants Hennessy exclusive cognac pouring rights across the Yard MAS experience for the 2026 season. “Carnival has always been a space where culture, music, and celebration come together naturally, and Hennessy fits comfortably in that environment,” said Lauren Meghoo, Marketing Manager at Select Brands Limited. “Partnering with Yard MASallows us to place the brand right in the heart of the experience and create meaningful moments for revellers throughout the season.”

Revellers can expect curated experiences, including dedicated Hennessy mobile bars, premium cocktail offerings, elevated bar moments at major events such as the Beach Party, and a refined mixology experience at the luxury lunch stop on Road March day. The brand will also have a strong on-the-road presence, reinforcing its connection to the energy and culture of Carnival.

“This partnership with Hennessy represents a powerful new chapter for Yard MAS Carnival. Hennessy is a brand that resonates deeply with Jamaicans as it is celebrated within both our dancehall & carnival cultures and is embraced in moments of achievement and elevation. As we mark our fourth Road Experience within the streets of Kingston as Yard Mas Carnival, aligning with a global brand like Hennessy complements & enhances the premium energy of our costumes & road experience, and also signals the kind of forward-thinking collaborations we are committed to building for our Yardies,” said Andrew Bellamy, Managing Director of Yard MAS.

The Hennessy and Yard MAS collaboration reflects the continued evolution of the Carnival experience in Jamaica, arriving just as Carnival 2026 is poised to be one of the largest in recent years.