Premium beverage brand IcedTropez celebrated its 20-year milestone in South Africa
Limited-edition 20th anniversary bottle of IceTropez unveiled at event.
By Nomazulu Moyo
JOHANNESBURG – Premium beverage brand IcedTropez celebrated its 20-year milestone in South Africa with the launch of #LeClub: Riviera Rhythms, an elegant spring event hosted at the Magugu House in Dunkeld.
The inaugural celebration brought together media, influencers, and brand supporters in an atmosphere where French Riviera flair met Afro-beat rhythms. Guests were treated to an immersive experience showcasing the brand’s heritage, its global appeal, and its connection to South African culture.
Marketing Manager at VIP Liquors, Keyler Valiatham, said the 20-year journey is about more than a product.
“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,”
“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”.
The Riviera Rhythms event reflected this ethos through curated spaces blending music, fashion, art and storytelling. Each room showcased different aspects of the brand – from its signature peach flavours and lifestyle associations to its “bottle selfie” culture, which has become a social media trend over the years.
VIP Liquors also unveiled a limited-edition 20th anniversary bottle of IceTropez, keeping the classic 6.5% variant but with bold celebratory packaging.
Looking ahead, Icetropez plans to roll out a series of #LeClub experiences across South Africa, with events inspired by summer escapes, Afro-beat culture, and collaborations with top local designers, DJs and content creators.
Operations Manager Daiana Ndlovu highlighted South Africa’s central role in the brand’s success.
“This 20-year celebration is not just about honouring our past, but igniting the next chapter. 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.”
As the anniversary celebrations continue, Icetropez says it remains focused on expanding its local footprint through retail growth, creative partnerships and lifestyle-driven activations – while staying true to its Saint-Tropez roots.
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