Santé, to you — and welcome to a world of effervescent elegance, soft modern luxury, and the timeless Saint-Tropezian spirit.
This spring, Johannesburg played host to a momentous milestone: the inaugural #LeClub celebration, Riviera Rhythms, marking 20 years of icetropez in South Africa. Held at the distinguished Magugu House in Dunkeld, the launch unfolded on a warm afternoon where Riviera sophistication danced seamlessly with upbeat Afro-beats.
The event brought together a carefully curated guest list of friends of the brand, key media, and influential tastemakers. Guests were immersed in a sensory journey that unraveled icetropez’s two-decade story in South Africa — a narrative woven with elegance, grit, and entrepreneurial spirit.
“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,” shared Keyler Valiatham, Marketing Manager at icetropez. “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.”
Partnering with Magugu House — a space synonymous with creativity and modern African luxury — was the perfect canvas for this fusion of Riviera elegance and locally resonant collaborations.
While the 20-year milestone is a celebration of the past, icetropez is firmly focused on the future. With South Africans increasingly embracing premium lifestyle-products , the brand continues to expand its footprint through innovative activations, cultural collaborations, and increased retail visibility — all while staying rooted in the Saint-Tropezian magic that defines it.
“This 20-year celebration is not just about honouring our past, but igniting the next chapter,” noted 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.”
Through #LeClub, icetropez extends an open invitation to both loyalists and newcomers to “Taste the Riviera.” This means more than just sipping effervescent elegance — it’s about experiencing playful sophistication, the allure of long sun-kissed summer days, and the cultural fusion that makes South Africa such an exciting part of icetropez’s global story.
Over the coming months, #LeClub will host curated experiences across South Africa’s key metropolitans, blending the French Riviera with Afrocentric energy: from Afro-beat infused soirées, to intimate seaside escapes, to endless summer sunset gatherings with the country’s top DJs, designers, and content creators.
To mark the occasion, icetropez also unveiled its 20-Year Anniversary bottle — the same iconic 6.5% variant, now dressed in a bold celebratory design.
As icetropez celebrates 20 years in South Africa, the brand continues to embody three timeless values:
- Authenticity — remaining true to its Saint-Tropez roots
- Elegance — a modern luxury that’s never overstated
- Sociability — creating unforgettable moments where people come together
The story of icetropez is not only about the past two decades, but about what lies ahead: more bold collaborations, more unforgettable celebrations, and more ways to Taste the Riviera.
Santé — here’s to the next 20 years.
