Jägermeister is adding an extra layer of safety to this year’s Haus of Kühl by introducing SafeNow, a global personal safety platform designed to support attendees before, during and after the event.
Set to take place on 25 July 2026 at Victoria Yards in Johannesburg, Haus of Kühl has become one of the city’s most anticipated lifestyle experiences, celebrating music, creativity and alternative culture. This year, the event will also place a strong focus on creating a safer environment for everyone attending.
How SafeNow Works
Ahead of the event, guests are encouraged to download the SafeNow app and create a trusted network by adding friends, family members or emergency contacts.
The app can be used while travelling to the event, during the experience or on the journey home. If assistance is needed, users can trigger an alert that instantly shares their live location with their trusted contacts.
Haus of Kühl will also operate as a designated SafeNow Zone, meaning attendees who activate an alert while at the event will be able to access on-site security teams for immediate assistance.
According to Jägermeister, the initiative forms part of the brand’s global commitment to promoting safer nightlife experiences.
“We believe great nightlife starts with creating spaces where people feel safe, supported and free to enjoy the moment,” says Ephraim Manana Snr, Culture & Experiential Marketing Manager at Jägermeister.
Tickets Selling Fast
The announcement comes after Phase One tickets sold out, with Phase Two tickets now available.
Haus of Kühl returns to Victoria Yards on 25 July, promising another immersive celebration of music, art and culture with world-class production and curated experiences.
The Scene Feed Take
Safety is becoming an increasingly important part of live events, and it’s refreshing to see brands investing in solutions that go beyond security guards and barriers. By introducing SafeNow, Jägermeister is showing that unforgettable experiences and responsible event planning can go hand in hand. If more festivals follow suit, South Africa’s nightlife scene could become even more enjoyable (and safer) for everyone.