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 showcase of the brand ethos and heritage, whilst localising icetropez’s global appeal through 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, different, unique, and daring to challenge the norm. This is why we are celebrating,” says 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. Collaborating with Magugu House to bring our first of many celebrations to life was the obvious choice.”
icetropez boasts a wide range, offering connoisseurs a variety of choices with three leading variants available in the South African market:
• icetropez 6.5% – lightly sparkling and refreshing, infused with white peach and red fruits.
• icetropez 0% – a refreshing alcohol-free alternative to the iconic original.
• icetropez Exotic – bold with ginger and exotic fruits.
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.”
icetropez, the premium French wine cocktail aromatised with white peach, born in the heart of Saint-Tropez, proudly marks its 20-year anniversary with bold and curated celebrations in South Africa.
Birthed in 2005 by visionary winemaker Grégoire Chaix in the South of France; to the introduction of icetropez 0% in 2009, which offered a refreshing alcohol-free alternative for every occasion; to its exclusive 2010 launch in South Africa by VIP Liquors, icetropez has been consistently intentional about embodying the glamour and lifestyle of Saint-Tropez. The premium wine cocktail has become synonymous with effortless chic, Riviera glamour, and a refreshingly modern and playful twist to luxury.
#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, #LeClubtropez invites consumers to access a series of brand experiences across key metropolitan cities in the country. These are highly curated to be impactful and locally resonant whilst paying homage to the French Riviera — from the fusion of Afro-beats, to intimate seaside escapes, indulgent endless summer sunsets, 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 bold celebratory design.
As the #LeClub brand experiences continue to unfold, consumers can also look forward to moments that echo the brand’s core values:
• Authenticity — staying true to its Saint-Tropez roots.
• Elegance — never overstated, always refined.
• Sociability — bringing people together in moments that uphold the Taste the Riviera sentiment.