J&B launches Start A Party Republic

An artist such as Carl Craig needs an equally impressive venue to work his magic and J&B have spared no expense in finding one. "The Castle of Good Hope has been chosen as the venue for the global J&B party in South Africa, because it marries a mix of old and new in a manner that comes together as an unexpected source of premium cool. It ties neatly into J&B's spontaneous attitude that sees party potential in everything. Here we take the old add the new, turn it on its head to create the most unconventional party in the world that brings a new wave of energy intent on nurturing a sense of progressiveness to the heritage of the brand," said Jody van der Heyde, brand manager of J&B in South Africa.

Party will be futuristically themed

"J&B dates back to 1749, making it one of the oldest whiskies in the world. At the same time though, J&B is enjoyed by young, vibrant party starters the world over which is why the party will be futuristically themed and will include visuals, design and decor that will wow party starters," said Van der Heyde.

Guests lucky enough to be given a key to Start A Party Republic can expect to be awestruck on the night by elements of futuristic video mapping, facial recognition stations, a floating stage, multi-textured video dance floor, and even be able to download unique content from interactive trees as a keepsake to remember this once in a lifetime experience.

J&B will continue to "Start a Party" in unexpected ways and locations across the world in 2011 and beyond, always reminding guests that great parties start, and finish, responsibly.

To find out how to be a party of the Start A Party Republic, check out the J&B South Africa Facebook page at www.facebook.com/jbsouthafrica.