WORLD famous bourbon whiskey brand Jim Beam has underlined its commitment to local music in Fiji with the sponsorship of this year's Jim Beam Uprising Beach Resort Festival of Music Dance and Lights.
In a statement released by local Jim Beam distributors Lawhill Wines and Spirits Fiji, the company said the festival represented a commitment to live music.
"With the success of the festival last year, Jim Beam is proud to extend the spirit of the festival as The Label Behind Live Music to Fiji again this year," said the business development manager Leanne Edwards.
"And what other way but to support the local artists as they perform once again at the Jim Beam Uprising Festival of Music, Dance & Lights 2012."
Mrs Edwards said Jim Beam supported development of live music adding that it wanted people to witness the spectacle of live music for themselves.
"Jim Beam is a proud sponsor of several festivals, and many live music venues, who pride themselves in investing in the development and the spectacle of live music."
"We believe the journey to the stage is just as important as the moment the band strikes its first chord. And we want you to experience this too."
Uprising Beach Resort general manager Alfred Christofferson said they hoped their association with the brand would help to grow the festival.
"The outcome of our partnership with Jim Beam leaves a promising end result which compels us to continue this partnership with Jim Beam, and continue to grow the festival into an annual event attraction for tourists, locals and music lovers, into the future," Mr Christofferson stated.