Piton Ups Prize Money or Groovy Crown

Image: Pition’s carnival launch
Image: Pition’s carnival launch
Pition’s carnival launch

PITON Beer has helped up the ante for the Groovy Soca Monarch Competition taking place tomorrow evening.

The announcement was made at the recent Piton Beer Carnival Sponsor’s Presentation where the Windward and Leeward Brewery Ltd (WLBL) management team laid out exciting new initiatives, promotions and collaborations for Saint Lucia Carnival.

While officially announcing the sponsorship of Piton Beer for Saint Lucia Carnival, Marketing Manager Thomas Leonce described the relationship between the two entities as a perfect match, adding that Piton Beer is now synonymous with Saint Lucia Carnival.

Piton Brand Manager Sylvester Henry then shared the news about the brand’s deepening partnership with the Carnival Planning and Management Agency (CPMA).

“For the first time Piton is announcing title sponsorship of the Groovy and Power Soca Monarch,” Henry said to a round of applause from the audience. “For the artistes this also means an increase in prize money for the Groovy Crown from $10,000 to the winner walking away with a whopping $20,000. And the overall prize money in all categories will also be increased.”

Also speaking at the event was Director of Carnival Teddy Francis who was elated at the continued support of the brand for Carnival.

“Piton is the original sponsor of Carnival,” said Francis. “They were bold 20 years ago and continue to be bold now. Every community has been touched in some way and we have a sense that Piton is aware of areas of growth, what carnival needs and the confidence they have shown has been tremendous. We thank Piton for this investment as well as always having ideas and a vision for the growth of the festival!”

Minister for Culture Lenard Montoute applauded Piton for their increased sponsorship for St Lucia Carnival and added that the Arts have to be nourished with the necessary resources in order to grow.

“It is our intention to partner with corporate entities like WLBL to grow St. Lucia Carnival,” noted the Minister who also spoke to the development of other activities during the summer months to encourage persons to visit Saint Lucia.

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