Charli xcx has a new drink sponsor, and it fits her. Absolut Vodka has signed her to a two-year partnership, promising limited-edition drops, collectables, custom glassware and fan events shaped with her Angels fandom.
The reveal started onstage. At her Los Angeles shows, “ABSOLUT XCX” flashed across the screens and some dancers wore “I ♥️ Absolut” shirts. Charli then confirmed it on socials with black-and-white backstage photos of her in the same shirt, holding a dirty martini. During “Card Declined,” her dancers wore their own versions of the tee, printed with “Absolut” and “Dirty Martini,” her drink of choice.
Charli says the pitch was an easy sell: “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.”
Images by Mekeila Morris
The brand’s side of the story is about channeling that spontaneous energy into the dirtiest martini fans have ever had. Craig Van Niekerk, Absolut’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. 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 timing makes sense. Her 2024 album brat won Best Dance/Electronic Album at the Grammys, and she’s currently touring North America. For Absolut, it follows its recent KAWS bottle collaboration. The deal also echoes Diageo’s multi-year Johnnie Walker partnership with Sabrina Carpenter, so pop stars and spirits brands are clearly pairing up this year.
Nothing else has been confirmed yet. Neither side has announced specific products or dates, and fans are meant to help shape what comes next.
Watch both their socials for clues.
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