Magnum and Spice couple up – Queen of Stage adds another burst of energy to liquor brand

Magnum Tonic Wine last night announced a partnership with female dancehall heavyweight, Spice. The liquor brand kicked off its BIG 20th anniversary celebration by unveilling Spice as its newest brand ambassador.

“We are excited by this partnership with Spice — Dancehall’s Queen of Stage — her bold talents, magnetic persona and impressive work ethic is admirable and very much in alignment with Magnum Tonic Wine,” Marsha Lumley, marketing director, J. Wray and Nephew Limited, said.

Over the last decade, the brand has taken charge of their role in dancehall, not only with a consistent presence across the island and the Caribbean with sponsorships of dancehall events, but by partnering with strong acts, including artistes Devin Di Dakta and Ding Dong.

Spice is revelling in her success in dancehall over the past two decades. Born Grace Hamilton, her epic musical journey has been a pothole-filled road to stardom.

“From 1999 until now, I could say it has been very challenging, but over the last five years has been a progressive climb. Magnum Tonic Wine has made a good choice selecting me, and I will represent the brand well,” Spice said.

She continued: “Apart from this Big 20 celebration, we are both advocates for dancehall and culture for the same amount of years. That is what makes Spice and Magnum a good fusion. Spice is that burst of energy — a female, that as the campaign says, can ‘Tek Charge’. I am elated to embark on this journey.”

With the first female dancehall artiste to be signed as brand ambassador for the Magnum, and being the strong-minded, unapologetically bold and creative ‘Queen of Stage’, it is anticipated that along with ‘King of Dance’ Ding Dong, Magnum Tonic Wine’s campaigns will definitely stand out.

“It is straight-forward, the title Queen of Stage was given to me because that is what I am – uniquely creative. People love me for my adaptable stage performance, always an out-of-the-box performance… giving people their money’s worth,” she said.