Vybz Kartel launched his highly anticipated STR8 VYBZ Rum Portfolio on November 6 at Downsound Records.
The launch event celebrated the versatility of the portfolio, showcasing the perfect balance of flavour and strength in each blend and featuring product tastings, deejay performances, and influencer appearances.
The collection comprises four signature rums designed to capture the energy of dancehall culture.
Each category is named after a chart-topping hit by Kartel, such as Fever (Overproof Rum), Electric (White Rum), Ramping Shop (Enhanced Rum) and Unstoppable (Dark Rum).
The liquor collection is poised to revolutionise the spirits market, offering unique blends for every occasion.
For Kartel, developing STR8 VYBZ was like writing his next hit — pouring his creativity and passion into every detail to ensure it resonated with fans as authentically as his music does.
Kartel’s artistic vision aligns perfectly with dancehall culture’s revolutionary spirit of resistance – breaking rules, pushing boundaries, and embracing freedom – resulting in a line that embodies the rebellious nature of the dancehall scene, the boldness of Kartel’s music, and the vibrant energy of Caribbean life.
Speaking about the driving force behind his latest creative venture, Vybz Kartel said, ‘STR8 VYBZ is more than just a rum; it’s a movement. Each bottle embodies the energy and passion of my music, and the spirit of the culture I represent. Get ready to feel the vibes.’
His dedication to the craft was clear in every detail – from the blend profiles to the packaging, all blended to reflect his iconic creative prowess.
STR8 VYBZ is produced and bottled by The House of Angostura Distillers in Trinidad and Tobago and is distributed exclusively by Caribbean Producers Jamaica Ltd (CPJ).
This venture represents more than a business move for Vybz Kartel, it blends the world culture with the world of spirits, further solidifying his legacy as a global cultural icon.
The move to have STR8 VYBZ solidify its place in the market includes partnerships and collaborations with local, regional, and international mixologists, influencers, and event spaces.
The STR8 VYBZ collection is now available through select retailers and online platforms in key markets, including Jamaica, Barbados, Bahamas, Guyana, St Lucia, and Grenada.
For Kartel, STR8 VYBZ is more than a celebration of Dancehall; it is another way of making the Dancehall culture accessible to the world through a new product, and an invitation to embrace its spirit.
