This weekend, one of KwaZulu-Natal’s most exciting house music movements gets amplified as House It Up takes over Munies Hockey Club with Smirnoff ICE as the headline sponsor. The partnership brings together 2,000 music lovers for a day-to-night celebration that honours sound, culture, and connection.

In collaboration with House It Up Smirnoff ICE is elevating the event beyond a typical party, transforming the venue into an immersive cultural playground where fans can experience curated sounds, premium bar moments, and seamless social energy. A dedicated Smirnoff Ice activation anchored the space, matching the vibrancy on stage with a refreshing, high-energy atmosphere where consumers were invited to trial Smirnoff ICE’s bold, flavour-forward offerings. Guests experienced the Berry Twist, Pine Twist, Passion Fruit, and Guarana Black. The activation allowed attendees to explore the brand’s vibrant flavour profile in a dynamic social setting, turning every sip into part of the cultural moment unfolding on stage.

Headlining the line-up is DJ Merlon, joined by 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, a powerful mix of established heavyweights and culture-shaping selectors.

At the heart of Smirnoff ICE’s music strategy is its ongoing DJ competition platform which is a nationwide initiative designed to identify, mentor, and spotlight emerging talent. Through House It Up, the brand has once again created space for a rising DJ to earn a coveted slot on a major stage. More than just a competition, this initiative reflects Smirnoff ICE’s long-standing commitment to enabling new voices, giving up-and-coming DJs real platforms to perform in front of live audiences, industry players, and media. It’s about turning bedroom sets into big-stage moments and ensuring the future of house music continues to evolve.

“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, long regarded as a powerhouse of house and Afro-electronic sounds, remains a key market for Smirnoff ICE. The city’s deep-rooted dance culture, loyal music communities, and appetite for premium social experiences make it a natural home for a partnership of this scale.

From golden-hour grooves to peak-time energy, House It Up promises a dynamic journey through Afro house, deep house, and commercial rhythms all within reach of the fans. With tickets moving fast, this edition is set to be one of Durban’s standout house moments of the season

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.