Smirnoff ICE brought its signature energy to Durban this past weekend as the headline sponsor of House It Up, one of KwaZulu-Natal’s most anticipated day-to-night house music experiences. Held at Munies Hockey Club, the event gathered over 2,000 music lovers for a celebration of sound, culture and connection.

Smirnoff ICE elevated the experience beyond a traditional event, transforming the venue into an immersive cultural playground. Dedicated brand activations and curated bar moments complemented a carefully crafted sonic journey that moved seamlessly from golden-hour grooves into peak-time euphoria.

The line-up reflected the diversity and depth of South Africa’s house scene, featuring DJ Merlon, Oscar Mbo, Problem Child, Dlala Thukzin, Lemon & Herb, Thandi Draai, LeSoul, Naak, Rosetta D33P, Music Man, Stanky (special house set), Matt Davis & Tim Lewis, Asvnte (Afro house set), Twin Towers and QB DJ, bringing together established heavyweights and culture-shaping selectors on one stage.

At the heart of the partnership was Smirnoff ICE’s ongoing commitment to nurturing new talent. Through its nationwide DJ competition platform, the brand provided an emerging DJ with the opportunity to perform on a major stage in front of thousands of fans. More than just a competition, the initiative demonstrated the brand’s dedication to enabling up-and-coming selectors by giving them real-world platforms, industry exposure and cultural credibility.

“Music has always been one of Smirnoff’s passion pillars, and House It Up reflects the kind of platform we believe in,” says Ifeoma Agu, Head of Culture, Influencer & Advocacy, Diageo South, West & Central Africa. “We are intentional about partnering with platforms that not only celebrate established talents but also create space for emerging artists to break through. House It Up gives us the opportunity to plug new DJs into credible stages while connecting authentically with Durban’s house music community. It’s about growing the culture, supporting new voices, and showing up where the music lives.”

Durban proved once again why it remains a powerhouse in South Africa’s house music landscape. With its deeply rooted dance culture and loyal music community, the city provided the perfect backdrop for a brand that continues to invest meaningfully in spaces that shape sound and social connection.

House It Up Durban closed on a high note, cementing its place as one of the city’s standout house music moments of the season, powered by Smirnoff ICE.

Consumers can keep the vibes alive by grabbing the new Smirnoff ICE packs at leading retailers nationwide, including Makro, Checkers Sixty60, Pick n Pay, and Takealot. For more information on where the brand will show up next, stay tuned to our Instagram @SmirnoffSA.