ST JAMES, Jamaica — As Dream Weekend returns for its 17th staging in Montego Bay from July 30 to August 3, beverage brands are expected to play a bigger role than simply serving drinks, with organisers and partners placing greater emphasis on creating immersive experiences that enhance the festival for patrons.

As patrons increasingly share their festival experiences online, brands are also designing physical spaces that translate naturally to social media while creating memorable moments that extend beyond the event itself.

An aerial view of the Smirnoff-sponsored Celebrity Playground at Dream Weekend 2025 highlights how staging, branded spaces and high-energy entertainment are brought together to create an immersive festival environment. The experience-led approach gives patrons multiple opportunities to socialise, engage and connect with the event beyond the main stage.