icetropez celebrates 20-year anniversary in South Africa - An ode to Africa and the spirit of Saint Tropez

[JOHANNESBURG] Santé, to You and welcome to a world of effervescent elegance, soft modern luxury and the Saint-Tropezian spirit

The inaugural #LeClub celebration, Riviera Rhythms, was held at the distinguished Magugu House on a warm spring afternoon in the affluent northern Johannesburg suburb of Dunkeld. The launch boasted an impressive catalogue of friends of the brand, key media and influencers in an ambient atmosphere where modern Riviera elegance met rhythmic up-tempo Afro-beats. Guests were treated to an immersive sensory experience where the journey to 20 Years meticulously unravelled through a chic experience of the brand ethos and heritage, whilst localising icetropez’s global appeal manifested through locally and culturally resonant collaborations.

“The 20-year milestone in South Africa is more than a celebration, it is an entrepreneurial story of grit, determination and dedication by an independent brand operating in a competitive market dominated by multinational companies. It is a story of innovation, providing consumers a taste of something new, something different, unique and daring to challenge the norm. This is why we are celebrating,” says Marketing Manager at icetropez, Keyler Valiatham. “Since its introduction to South Africa, icetropez has cemented a loyal following among a new generation of trendsetters, tastemakers, and fashionistas who resonate with the brand’s ethos of freedom, innovation, and understated luxury. Collaborating with Magugu House to bring our first of many celebrations to life was the obvious choice”.

As the proud celebrations of this milestone unfold, the brand remains firmly focused on the future. With the South African market continuing to embrace premium, lifestyle-driven products, icetropez expands its footprint through innovative activations, partnerships, and retail visibility; all while staying grounded in the Saint-Tropezian magic that started it all.

“This 20-year celebration is not just about honouring our past, but igniting the next chapter,” remarks Daiana Ndlovu, Operations Manager for VIP Liquors. “South Africa has become a pivotal part of our global story, and we are thrilled to celebrate with the people who’ve helped shape our journey.”

#LeClub is an open and warm invitation to brand loyalists and newcomers alike to Taste the Riviera – an expression of playful sophistication and the allure of long sun-kissed summer days.

In marking the 20-year Anniversary, #LeClub invites consumers to access a series of brand experiences across key metropolitans in the country which are highly curated to be impactful and locally resonant whilst paying homage to the French Riviera – from the fusion of Afro-beats, to intimate deserted seaside escapes to indulgent endless summer sunset shindigs and creative collaborations with South Africa’s most sought-after designers, DJs and influential content creators.

To further mark the milestone, VIP Liquors celebrates with the release of the 20 Year Anniversary bottle, maintaining the same iconic 6.5% variant, dressed in a celebratory and bold design.

As the #LeClub brand experiences continue to unfold, consumers can also look forward to experiences that echo the brand’s core values rooted in authenticity in staying true to its Saint-Tropez roots; elegance that is never overstated and lastly sociability where people come together in moments that uphold the Taste the Riviera sentiment.

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Approved images:  https://drive.google.com/drive/folders/1WdIqG2gblGAdG-hs2B8pGom5SR6TO_Ly?usp=drive_link

ABOUT icetropez

icetropez is more than a premium wine cocktail - it's a bold 20-year entrepreneurial story of passion, innovation, and the pursuit of something extraordinarily different. Founded in 2005 by Grégoire Chaix in Saint-Tropez, this refreshing blend of wine and natural white peach essences was born from a daring vision to create a drink that embodies the freedom and unapologetic elegance of the French Riviera. From its original 6.5% variant to the groundbreaking alcohol-free icetropez 0% and the adventurous icetropez Exotic, the brand has consistently challenged conventions while staying true to its Mediterranean roots. Now the fashionista and trendsetter's drink of choice in over 35 countries, icetropez continues to inspire a global community of the bold and the fashionable who appreciate authentic luxury, natural quality, and the timeless allure of Saint-Tropezian sophistication. Every sip is an invitation to embrace life's beautiful moments, experience the joie de vivre, and "Taste the Riviera." Made in France, loved in South Africa; it's love at first sip.