Guinness Pre-Release is the spawn of the desire to reinvigorate the dancehall experience and push it to even greater heights. This brand new and original concept will provide an outlet to promote new and current songs/ rhythms/ artistes. Guinness - the drink of true dancehall fans - has chosen to use the King of 'Fresh to Death' himself - DJ Liquid - as a medium to push this initiative. Liquid prides himself in pushing dancehall music forward and providing avenues for artistes (established and new) to gain recognition. He is excited to work with Guinness and believes this will shape up to be a fantastic synergy.
According to Guinness' Jermaine Bibbons, "Guinness always aims to break new ground and find current and relevant ways to deliver the kinds of experiences our consumers are looking for. This is something our consumers expect from the brand. Guinness Pre-Release delivers on that expectation with a concept that is different and fresh. There are 80s, 90s parties every week, everywhere; that's great but what about a party that delivers the latest all night? That's what patrons will enjoy about Guinness Pre-Release at the Quad."