Wisynco reaffirms commitment to productive sector as BIGGA celebrates 30 years

ST CATHERINE, Jamaica—Beverage manufacturer Wisynco Group Limited has reaffirmed its commitment to building brands in the local productive sector. The declaration comes against the background of the 30th anniversary of soft drink brand BIGGA, the first locally crafted beverage developed in Jamaica by a Jamaican-owned company. Launched in 1996, BIGGA became the first in a series of pioneering brands from Wisynco that helped the company build a reputation as an innovation powerhouse.

“Our track record shows that we know how to build brands. We have proven with BIGGA and other brands that we are not going anywhere," said Wisynco chairman William Mahfood. "We are applying the same commitment and expertise that grew BIGGA to grow our other brands, including Legend, a truly Jamaican-owned beer.

Our brewed portfolio has brands that Wisynco will stand behind for generations to come," Mahfood continued. "We’re confident that our track record in distribution, brand execution and consumer engagement will translate into winning outcomes not just for our business, but for wholesalers, supermarkets, bars and the full value chain." Pointing to key developments over the years, Mahfood said it was proof that innovation is a strong growth driver. We started with a core set of traditional Jamaican flavours that were designed to compete with international soft drinks on the market at the time.

We never stopped innovating, and that strategy has paid off." Over the years, BIGGA became known not just for taste but also for being ‘Jamaica’s own’, a reflection of Jamaican pride and authenticity. The brand has also embraced seasonal or campaign-based packaging to coincide with national celebrations such as independence or sporting events. With a variety of fruit-forward flavours in different pack types, including cans for the export market, BIGGA is one of Wisynco’s best performing products.

As the brand celebrates its 30th anniversary, the company will launch a media campaign on Independence Day, August 7, to mark the milestone. Consumer engagement will take the form of a promotion through which BIGGA fans can win a share of more than $4 million in cash and prizes.