JINERU uncorks local flavour

Sorrel, java plum, otaheite apple, and cashew are familiar favourites in Jamaica’s fruit basket, but JINERU is giving these local treasures a different twist through its wines. Based in Santa Cruz, St Elizabeth, the business transforms locally sourced fruits into distinctive wines, offering consumers another way to enjoy the island’s agricultural bounty. What began as a personal interest has grown into a venture celebrating local flavours and the possibilities of adding value to homegrown produce.

The founder of JINERU, Jheanell Wilson’s interest in winemaking dates back to 2013, when her brother gifted her a set of winemaking equipment and books. Intrigued by the fermentation process, she began experimenting with different fruits, gradually developing the skills that would eventually become the foundation of her business.

JINERU officially began operations in October 2023, following encouragement from Wilson’s partner, Barrington Barnes, who recognised its commercial potential. The partnership combines Wilson’s expertise in processing and production, earning her the affectionate title of the company’s ‘chemist’ from Barnes, with his own focus on sales and promotion.

Even the name JINERU carries a personal story. Inspired by her love of Japanese animation, Wilson drew on the language to create the brand’s identity, explaining, “Through my love of Japanese animation, I translated my first name into Japanese and hence got the business name JINERU.”

The company’s philosophy is captured in its slogan, ‘Beverage with a Difference’. There is an emphasis on producing premium-quality fruit wines that celebrate Jamaica’s natural resources.

“Our goal is to establish JINERU as a trusted and innovative brand in the fruit wine industry, offering consumers a unique and memorable wine experience while promoting local agriculture, value-added production, and economic development,” Wilson explained.

Its current range features five core varieties: sorrel, java plum, otaheite apple, cashew and pineapple. Passionfruit is offered as a limited flavour, while Swapple, a special blend, adds another distinctive selection. The wines span sweet to dry profiles and are available in 148ml, 300ml, and 750ml bottles.

Sorrel, java plum, and cashew have emerged as customer favourites, particularly among those who prefer sweeter wines. With relatively limited local competition in the fruit wine category, Wilson sees potential to introduce more consumers to the possibilities of wines made from Jamaican produce.

However, maintaining a steady supply of these fruits has become one of the business’s greatest challenges.

“The hurricane affected our business by destroying all our raw material sources, as we use fruit from fruit trees that would take some time to regrow and start to produce,” Wilson shared.

Disruptions to electricity services across the parish also created difficulties preserving raw materials held in storage. Although damage to the business’s storage space was minimal and its existing inventory was secured, the loss of fruit sources has left the company operating below its full production capacity.

The effects extended beyond production. As a self-funded venture, JINERU also felt the financial impact of cancelled pop-up shows, agricultural events and the Treasure Beach Food, Rum & Reggae Festival, which had provided important opportunities to showcase its wines and generate sales.

The business managed to maintain its connection with the festival through the one-day Kingston staging in 2025, but rebuilding has been gradual.

“The recovery process has been slow as we are still without the full capacity of raw material supply,” Wilson noted.

JINERU is now exploring a dedicated production space and seeking to strengthen its market presence through guidance from the Bureau of Standards Jamaica (BSJ) Training Institute.

As the Treasure Beach Food, Rum & Reggae Festival returned to St Elizabeth, Wilson saw an important opportunity to reconnect with loyal customers, tantalise taste buds, introduce the wines to new audiences, and explore potential business partnerships.

One year on from Hurricane Melissa, the continued efforts of St Elizabeth’s entrepreneurs reflect a determination to restore local businesses and preserve the parish’s agricultural and culinary offerings.

Through JINERU’s wines, Wilson and Barnes are adding their own interpretation to Jamaica’s fruit heritage, inviting more people to discover the flavours of local produce in a bottle.

lifestyle@gleanerjm.com