It has become customary for party patrons to fork out big bucks for high-end alcoholic beverages at nightclubs, parties and other events across the island.

When compared with prices from distributors, liquor stores, wholesales and supermarkets, there is usually a sharp contrast, yet partygoers are not reluctant to buy them.

THE WEEKEND STAR has discovered that liquors such as Nuvo, Hennessy, Rose Moet, Champagne, and vodkas such as Grey Goose and Apple Vodka are often sold for as much a double their original prices at events and night clubs.

Recently, THE WEEKEND STAR visited an event at a club in Kingston and found a bottle of Hennessy was being sold for $10,000, Grey Goose for $11,000 while Nuvo and Rose Moet were being sold for $12,000 and $13,000 respectively.

Checks at a popular liquor store in Kingston revealed that both Hennessey and Nuvo at its cheapest price is sold for $5,000 per bottle, while a bottle of Rose Moet cost $6,000.

Rich act

One popular producer told THE WEEKEND STAR that many person buy high-end alcoholic beverages, "To act like dem rich".

He added that, "It's for the same reason people live on the hill, to separate from the lower class, it's all about status."

André, a regular party patron, told THE WEEKEND STAR that, "It's for the hype. To some it taste better and it usually gives a better vibe."

Kelly, a popular socialite, explained that buying bottles at an event is like an investment, adding that when one goes to a party, it is to have fun.

"If you're into drinking, it wouldn't be a waste because you're there to have a good time. You know these parties; you can't bring your own liquor, you have to buy it there even though you know the price is ridiculous. From the beginning of time, everybody knew it was like that," she said.

When contacted, Marlon Campbell from Dance Concepts promoter of the event, Musiq, said, "Business is business, If you don't want to buy it; then don't buy it; no one forces you to buy it. There is a plethora of alcoholic beverages there (clubs/events), they have a choice."

Meanwhile, Debbian Spence, the brand manager for Hennessy in Jamaica, told THE WEEKEND STAR that the practice of hiking the prices of these alcoholic beverages at clubs and events makes the brands seem less attractive.

She explained that, "Our (Hennessy) selling price per bottle from here (distributor) or supermarket is in the range of $5,300 to $5,600 per one litre. That is the one often sold at these parties or events."

She added, "clubs mark it (Hennessy) up 300 per cent, so it is sold for like $13,000 and $14,000. Events sell them for $10,000 and $12,000."

She said that the practice is making the brand seem out of reach and is urging promoters to assist by keeping down their margins.

She acknowledge that she is aware that promoters have bills to pay, however, she is recommending a selling price of $8000 per litre where they can still make a reasonable profit.

no discount

In addition, Spence said, "Sometimes these promoters get bottles at best-case prices for $5000 per bottle." However, she noted that the discount is not usually passed on to patrons.

Despite the practice, she says, "Hennessy is doing extremely well, it is the cognac of choice for Jamaica, it is the flossing beverage of choice."

Meanwhile, a statement from Red Stripe the distributor for Nuvo in Jamaica, said, "Pricing is up to the individual establishments. Red Stripe only recommends prices, we cannot dictate selling prices."

- Paula Gordon