By Delicia Janneire
March 1, 2025
On March 1, 2025, renowned Dancehall artist Vybz Kartel introduced his rum collection, STR8 VYBZ, to the Guyanese market through a partnership with local distributor A.S. Brydens Guyana.
Since its initial release in November 2024, the collection has gained significant attention in the liquor industry, and its Guyanese debut marked a major milestone for the artist’s expanding brand.
The launch event, held at the Pegasus Corporate Suites in Georgetown, saw Kartel showcasing the rum collection, which includes four signature blends, each inspired by his hit songs.
The collection is seen as a continuation of his entrepreneurial journey, adding a new layer to his already diverse business ventures.
Kartel expressed that the new rum offerings align with his vision of creating products that reflect his Jamaican roots and musical influence, while also highlighting the evolution of his business portfolio.
Kartel, known for his innovative approach to dancehall culture and business, shared the significance of his rum line.
He explained that the two rums in the STR8 VYBZ collection represent different facets of his personality—one being rough and bold, like his earlier music, and the other more refined and smooth, reflecting his growth and maturity.
His entrepreneurial spirit, he noted, is not a new venture; he previously launched a range of products, including beverages, coolers, and even branded condoms, demonstrating his keen interest in connecting his music with various aspects of Jamaican and global culture.
The artist also expressed his deep connection with the people of Guyana, noting the warm reception he received upon arrival.
During his time in the country, Kartel interacted with fans, further solidifying the strong ties between his music and the Guyanese audience.
Natasha Dass, General Manager of A.S. Brydens Guyana, shared her enthusiasm about the partnership, stating that the company is committed to making STR8 VYBZ Rum a staple in the local rum culture.
She emphasized that the brand will be available in bars, restaurants, supermarkets, and local rum shops across the country.
A.S. Brydens plans to keep the spirit of STR8 VYBZ alive through high-energy events, tastings, and collaborations with local DJs and dancehall artists.
In addition to the product launch, Kartel took the opportunity to meet with President Dr. Irfaan Ali and several government ministers, underscoring the significance of his visit and the rum’s introduction to Guyana.
This move into the rum industry marks another chapter in Vybz Kartel’s entrepreneurial journey, combining his influence in dancehall music with a growing portfolio of consumer products.
The STR8 VYBZ rum collection is poised to make a lasting impact on the Guyanese market and beyond, reinforcing Kartel’s presence as a global cultural figure.