Notting Hill Carnival just gets bigger, brighter, and more colourful every year.

The 2017 incarnation will be no different, as Europe’s biggest street party prepares for an elaborate celebration over the bank holiday weekend, August 27th-28th.

At the helm of all the merriment will be The Duppy Share, the official spirits partner. 

Expect the usual from this two-day Caribbean spectacular: ostentatious floats, extravagant costumes, parades, music, street food, rum punches and lots of partying throughout the day and into the evening.

Rum is the spirit of the Caribbean, so it seems only natural to make it the drink of choice for the weekend.

Rum distillers have all of the artistry, dedication, and expertise of the finest whiskey producers, and with their help George Frost set up The Westbourne Drinks Company to bring The Duppy Share to life.

Their first office, in fact, was right in the heart of Carnival land.

Perfectly balanced, The Duppy Share’s unique blend of premium rums hail from the beautiful Worthy Park Estate in Jamaica and the prestigious Foursquare Distillery in Barbados.

Rum, as the main export of its homeland, should reflect the energy, excitement, music, magic and sense of fun of the Caribbean, but Frost couldn’t find a single brand that did.

So he made one.

While racking his brain for a name he overheard a rum story…

It ran: “In whiskey the Angel Share is the amount that evaporates as it ages.

“In the Caribbean they instead believe that Duppy Spirits steal the alcohol and go off and have an amazing party.

“This portion they call The Duppy Share.”

Frost loved that story and so ‘The Duppy Share’ rum was born.

As the official rum of Notting Hill Carnival The Duppy Share will be available at all of the stalls, it is also taking over the local pubs and bars of West London.

Frost explained: “We are thrilled to be involved in such a huge cultural celebration that has become iconic to London over the August bank holiday weekend.

“It’s the two days when we get to enjoy the fun, love, energy and excitement of the Caribbean on our doorstep.

“It’s over way too soon, and leaves you dreaming of the Caribbean for the other 363 days of the year.”

Keep a look out at local favourites such as Prince Albert, Sun in Splendour, and The Elgin, all of which will all be serving carnival classic rum punches in four-pint jugs - best shared with a group of friends.

In addition, they’ll be popping up with their own bars across the two days - on 76 Kensington Park Road and 9 Blenheim Crescent - and will be partnering with Red Stripe across seven other bars in the middle of Carnival.