‘An extension of my story’ - Kartel’s Str8 Vybz reflects the rhythm and passion of dancehall culture

When Vybz Kartel officially launched STR8 Vybz Rum in November 2024, he didn't just introduce a liquor brand--he set the stage for a cultural movement.

The dancehall icon declared it a symbol of his rebirth, and that vision became reality on New Year's Eve as thousands of fans at his Freedom Street concert at the National Stadium raised their bottles of STR8 Vybz in celebration of his triumphant return to the global stage.

"Str8 Vybz Rum is more than just a product--it's an extension of my music and my story. I wanted to create something that embodies the energy and passion of dancehall culture, and the response has been overwhelming," Kartel said.

Crafted to mirror the high-energy vibes of Kartel's music, the collection features four signature blends inspired by some of his biggest hits: Fever, Electric, Ramping Shop and Unstoppable. At the Freedom Street concert, patrons indulged in the rum as they soaked up electrifying performances from Kartel and his star-studded line-up.

Attendees raved about the blend's premium quality, with many calling it the perfect complement to the high-octane experience. Shamir Mayneard, a Toronto native, shared his enthusiasm: "Vybz Kartel and his Trinidadian team nailed it with Str8 Vybz. My friends and I have been sipping it since we arrived in Jamaica, and it's sheer perfection. It's smooth, no burn, and pairs perfectly with any chaser. A dancehall celebration without Str8 Vybz? Unthinkable!"

Maria Eriksson, who flew in from Sweden, echoed the praise. Initially hesitant to try the rum, she admitted that one sip was all it took to win her over.

"I've been let down by celebrity products before, so I wasn't eager to try it. But seeing the buzz at the stadium, I decided to give it a shot. Believe me, it's worth every bit of hype. I even grabbed a few bottles to take back home!"

Eriksson was among the lucky patrons who managed to snag one of the 6,000 limited-edition bottles of each rum adorned with exclusive Freedom Street artwork. All bottles sold out within one week of hitting the market and at Freedom Street, underscoring the immense demand for the product.

Reacting to the sellout success, Vybz Kartel declared, "It's history in the making! Thousands of bottles gone in no time--Gaza Nation, unuh outdo unuh self! STR8 Vybz is more than rum; it's a statement, and the way the fans showed up proves we're unstoppable. Big respect to every single one of you who made this happen!"

Produced and bottled by The House of Angostura Distillers in Trinidad and Tobago, and exclusively distributed by Caribbean Producers Jamaica Ltd (CPJ), Str8 Vybz Rum is set to revolutionise the spirits market.