Absolut Vodka and pop music star Charli xcx have joined forces for a new two-year partnership. The collaboration will include limited-edition drops, collectible items, custom glassware and fan events.
Charli xcx on the Collaboration
Charli xcx commented: “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 so yeah, moments with music, martinis, friends and strangers that’s like so my vibe babes”
Absolut’s Vision for the Partnership
Craig Van Niekerk, Absolut Vodka’s vice president of global marketing, said: “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.”
The partnership is set to unfold over the next two years, with the first limited-edition releases and fan events expected to roll out as part of the collaboration.
