Absolut signs up for two years of ‘chaos’ with Charli xcx

Absolut Vodka has signed a two-year partnership with Charli xcx, promising limited-edition drops, collectables, custom glassware and fan events shaped with her Angels fandom.

The first hints appeared at Charli’s sold-out Los Angeles shows.

Backstage photos posted to her socials featured an “I ♥ Absolut” T-shirt, while dancers performing “Card Declined” wore versions bearing “Absolut” and “Dirty Martini”, a nod to her drink of choice.

It gives the partnership a ready-made visual identity, with the familiar souvenir tee doubling as stage costume, merchandise and social teaser.

Charli said Absolut approached her wanting “to do something a little chaotic”, adding: “moments with music, martinis, friends and strangers that’s like so my vibe babes”.

The wider programme remains open, with the brand promising fans a role in shaping what comes next. How that involvement will work has yet to be announced.

Craig Van Niekerk, Absolut Vodka’s VP 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.”

Following its recent KAWS bottle collaboration, Absolut is extending its interest in collectable objects into the clothes, rituals and shared references of music fandom.

Subscribe to the famous newsletter and get the best campaigns in your inbox