Pernod Ricard has announced a two-year promotional tie-up for its Absolut vodka brand with singer & songwriter Charli XCX.
The artist (below), whose profile went global in 2024 with the release of her sixth album, Brat, will work with Absolut to push “limited-edition drops, collectable items, custom glassware and fan events”, the brand owner said today. Specific details were not disclosed, with Pernod Ricard stating that “what’s coming next isn’t mapped out”.
“When Absolut approached me for a collaboration, I was immediately down because they told me they wanted to do something a little chaotic – which obviously I love,” said Charli XCX. “Moments with music, martinis, friends and strangers; that’s so my vibe.”
Absolut’s VP of global marketing, Craig Van Niekerk, added: “Charli doesn’t just have fans, she’s created a whole world around her, and that’s what we want to embrace. Absolut has always believed in the people who push culture forward, so rather than arriving with a rulebook, we want to co-create with Charli and her Angels fandom and see where they take us.
“It might get messy, it might get chaotic, but it definitely won’t be boring.”
In mid-June, Pernod Ricard secured ‘official vodka partner’ status for Absolut with Madonna’s most recent album, Confessions II. The arrangement included the use by Madonna of the brand’s name and typeface on her Instagram channel.
