Smirnoff ICE once again demonstrated that the culture doesn’t wait for payday, bringing the city together for a sold-out edition of the Soul’d Out Series (SOS). Set against the backdrop of Mampara Week, the Groove Nakanjani edition delivered a high-energy cultural moment rooted in self-expression, connection and unapologetic joy.

At a time when others anticipate a slowdown ahead of month-end, Smirnoff ICE leaned in, showing up intentionally and creating a space where individuality and collective celebration took centre stage. The sold-out turnout reinforced the brand’s deep resonance with a generation that continues to show up fully, regardless of budget, timing or circumstance.

Building on the momentum of Mampara Week, Smirnoff ICE reaffirmed its role as a brand that moves with culture, not around it. Where others see limitation, the brand sees opportunity, proving that culture doesn’t pause. It pivots, adapts and grooves nakanjani.

More than just an event, the Smirnoff ICE x SOS edition was a curated cultural collision where music, energy and community met organically. The experience was powered by a dynamic line-up of genre-shaping selectors and crowd-moving performers, including Babalwa M, Soul Natives, Lowbass Djy, Ndibo Ndibs, Djy Biza and Mxrgiela,  each bringing their distinct sound and presence to the stage and keeping the dancefloor alive from start to finish.

The brand’s refreshed Smirnoff ICE packs and exciting flavour range took centre stage within the experience, seamlessly integrated into the night’s energy. From Storm and Guarana to Spin, Berry Twist and Pine Twist, the bold flavours mirrored the vibrancy of the moment, delivering the same great taste in a striking new look designed for the next generation of vibe-setters. The updated packs reflected Smirnoff ICE’s continued evolution alongside the culture it serves.

From Young OGs and Nu-Skool leaders to glow-getters and cultural frontrunners, the event brought together the voices shaping South African youth culture in an authentic, inclusive and accessible way.

At its core, We Do We Nakanjani stood as both a declaration and an invitation , recognising a generation that refuses to dim its light before payday, permission or perfect conditions. Much like Mampara Week, it reinforced the belief that joy is powerful and self-expression is non-negotiable.

“Smirnoff ICE has always moved with the culture, not observed it from the sidelines,” said Ifeoma Agu, Head of Culture SWC. The partnership with“Soul’d Out Series is an extension of our belief that joy is powerful and self-expression is non-negotiable. We Do We Nakanjani is about creating spaces where that energy can thrive.”

Music remained the heartbeat of the experience, underscoring Smirnoff ICE’s commitment to investing in platforms that elevate both emerging and established talent. By creating culturally resonant and accessible spaces, the brand continues to strengthen its role not only as a participant in youth culture, but as a catalyst for it.

The Smirnoff ICE range is available in 330ml, 440ml and 600ml formats at leading retailers nationwide, including Makro, Checkers Sixty60, Pick n Pay and Takealot. To stay up to date on where Smirnoff ICE will show up next, follow @SmirnoffSA on Instagram.