Boonstock music festival loses Bacardi sponsorship

The controversial Boonstock music festival, set to open in Penticton in two days, has lost a major sponsor, because it will have no liquor licence.

Ridley Doolittle, an assistant brand manager with Bacardi Canada, says it didn't have much choice.

One of our core brand pillars is social responsibility, and while were huge supporters of live music events, for obvious reasons, we can only support events that have the proper licensing in place," he told CBC News.

"I think all parties are disappointed that the liquor license wasnt able to come through and on a personal note I would have loved to have been out at the event. It looks like an amazing line-up this weekend."

On Friday, the B.C.Liquor Control and Licensing Branch announced it was turning down theBoonstockMusicFestival's application due tounaddressedsafety concerns.

Nevertheless the organizers have said the festival will open Thursday with the first act hitting the stage at 7 p.m. PT.

This is the first year it has been held in Penticton.

For the past nine years it was held in Gibbons, Alta, north of Edmonton, but last year,neighbourhood backlashover alleged littering, trespassing,vandalism and otherincidents that required police involvement, promptedlocal officials to vote down allowing the massive event to continuein Sturgeon County.