I take Irie John's post in the spirit in which it was intended. Those traveling ( ESPECIALLY first timers ) are now better informed as a result. "Scam" may be a little strong, but telling people there is a place to get beer cheaper and finding $5 warm Red Stripes is misleading at best. I bring a soft sided cooler and have it at the ready upon clearing immigration and customs. I think the MoBay Mega Mart will now be my first stop ( although not realistic for a bus of 88 ) ... Having beer, rum, mixers N snacks and provisions all wrapped up upon arrival at hotel is a nice way to get there and let the fun begin. Lots of other really cool stops to be made for beer and other treats along the way and of course once in Negril.
I can attest that MOST JUTA drivers are awesome, and will take you to a place where reasonable prices, good service and yes a little commission for the driver can all be accommodated - striking a balance with all.
Fair winds and following seas to all.