Pernod Ricard has announced a two-year partnership between Absolut vodka and British singer Charli XCX, the artist who became a global phenomenon in 2024 with her album “Brat”. The collaboration will include limited editions, collectibles, custom glassware and fan events.
The company has not yet revealed concrete details about products or markets, noting that the next steps are not planned out in advance. Charli XCX said she was drawn to the project because the brand wanted something “a little chaotic”, while Craig Van Niekerk, Absolut’s VP of global marketing, explained that the brand wants to co-create with the artist’s fan community.
The move continues Absolut’s strategy of tying itself to pop music: in June, the brand became the “official vodka partner” of Madonna’s album “Confessions II”, with the singer using the brand’s name and typeface on Instagram.
Absolut is not currently part of our range; you can explore the spirits selection at Mister Tabaco.
Source: Global Drinks Intel