Even through some cloudy weather, Billboard and Smirnoff Smash Vodka Soda brought the unexpected together to SXSW 2024.

For the annual collision of music, tech and entertainment, Billboard touched down in Austin, Texas for our annual takeover, which included the Pickleball Experience in celebration of the new Smirnoff Smash Vodka Soda launch. At a streetside location on Rainey Street, +21 festival-goers took to the court for gameplay, grabbed free swag, bites from local food trucks and had the opportunity to try the new line’s new flavors. The merging variety of options include Watermelon Lime, Pineapple Orange, Strawberry Dragonfruit and Raspberry Peach.

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On the court, a referee led the pickleball action, while a crew of Smirnoff Smash Vodka Soda brand ambassadors and bystanders cheered on the players. When it came to tunes, a roster of star-studded DJs provided some high-energy pop and hip-hop classics to keep the momentum at an all-time high. Cardo Got Wings, the hitmaker to staples from Drake and Travis Scott, even encouraged folks to raise their cans and celebrate the festivity. Additional DJ/producers included Texas-based collective, The Chopstars, featuring DJ Hollygrove, DJ Slim K, DJ Candlestick and OG Ron C, who made their way to the courts for some competitive action.

At the Pickleball Experience, attendees also had the chance to win tickets to Billboard presents THE STAGE concert series at the Moody Amphitheater. Over at the venue, Smirnoff Smash Vodka Soda set up shop with a specialty bar, samples and custom cocktails like the Smirnoff Mule and Smirnoff Texas Lemonade. Cardo performed at the opening night, showing more love to the brand with the variety of flavors on his DJ rig and plenty of hits to keep the crowd dancing.

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