Santé to 20 Years of Effervescent Elegance: icetropez Launches #LeClub in Johannesburg
Johannesburg, South Africa – 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 brought together an impressive guest list of friends of the brand, key media, and tastemakers in an ambient atmosphere where modern Riviera elegance harmonised with rhythmic up-tempo Afro-beats.
Guests were treated to an immersive sensory experience, with the journey to 20 years of icetropez meticulously unravelled through a curated showcase of brand ethos and heritage. The event localised icetropez’s global appeal with culturally resonant collaborations, grounding its Saint-Tropez glamour in South African creativity and style.
“The 20-year milestone in South Africa is more than a celebration — it is an entrepreneurial story of grit, determination, and innovation by an independent brand operating in a competitive market dominated by multinationals,” says Keyler Valiatham, Marketing Manager at icetropez. “Since its introduction to South Africa, icetropez has built a loyal following among a new generation of trendsetters, tastemakers, and fashionistas who resonate with our ethos of freedom, innovation, and understated luxury. Partnering with Magugu House for our first celebration was an obvious choice.”
A Brand with Heritage and Innovation
Born in 2005 by visionary winemaker Grégoire Chaix, icetropez has grown from its French Riviera roots into a global lifestyle icon. In 2009, the brand introduced icetropez 0%, an alcohol-free alternative to its signature sparkling wine cocktail, and in 2010, VIP Liquors exclusively launched the brand in South Africa. Over the years, icetropez has remained intentional about embodying Riviera chic, glamour, and playful sophistication.
Today, icetropez offers three leading variants to the South African market:
- icetropez 6.5% – lightly sparkling, infused with white peach and red fruits.
- icetropez 0% – a refreshing alcohol-free twist on the original.
- icetropez Exotic – bold with ginger and exotic fruit notes.
Celebrating the Next Chapter
For its 20-year milestone, icetropez unveiled a special anniversary bottle – its iconic 6.5% variant reimagined in a celebratory design.
“This 20-year celebration is not just about honouring our past, but igniting the next chapter,” says Daiana Ndlovu, Operations Manager at VIP Liquors. “South Africa has become a pivotal part of our global story, and we are thrilled to celebrate with the people who’ve shaped our journey.”
#LeClub – Taste the Riviera
#LeClub is an open invitation to loyalists and newcomers alike to Taste the Riviera – a celebration of playful sophistication and the allure of endless sun-kissed summers. In marking its anniversary, icetropez will host a series of curated experiences across South Africa’s key cities, blending Afro-beats, seaside escapes, sunset soirées, and collaborations with South Africa’s most sought-after DJs, designers, and creators.
With the South African market’s growing embrace of premium, lifestyle-driven products, icetropez is firmly focused on the future — expanding its footprint through innovative activations, retail visibility, and creative partnerships, while staying true to the Saint-Tropezian magic that started it all.
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#MadeToCelebrate #LeClub
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