Amstel strives to play a pivotal role in supporting South African Music.

Having taken Pop Bottles to new heights as an International Lifestyle event, to raising the volume at Major League Gardens event in March;

Amstel is now poised to amplify the Vodacom Durban July experience as the headline sponsor of the biggest hospitality village at this year’s horse racing extravaganza – Amstel Boomtown.


Known as the leading lifestyle Marquee housed at Africa’s Biggest Horse Racing Event, BoomTown has proven to be the most coveted experience at the Vodacom Durban July.


“Over the years, Amstel has been recognized as a major supporter of South African Music and our musical talent. The partnership with BoomTown enables us as Amstel, to take this support and celebration of SA Music to the next level and into a new era” said Khaya Dlanga, Marketing Manager for Amstel.


With frontline views of the racetrack, premium lounges, and an electrifying music lineup featuring some of Mzansi’s biggest acts live on the Amstel stage; Amstel Boomtown promises to be a dazzling combination of watching the exciting sport of horseracing, and a celebration of South Africa’s breakout musical genres and cultures, accented by the display of fashion synonymous with the Durban July.


Get ready for an unforgettable Amplified experience of fashion, hospitality and urban music at its best along with the fieriest South African celebrities at Amstel BoomTown.