The deal includes limited editions, glassware and fan events, still without dates; the singer is one of the headliners of Lollapalooza Brasil 2027
Absolut, Pernod Ricard's Swedish vodka, announced on Tuesday, October 20, a two-year partnership with singer Charli XCX. According to Meio & Mensagem and The Spirits Business, the deal is expected to include limited editions, collectible items, custom glassware and fan events, but none of it has a date, price or format set yet.
The partnership was previewed at the singer's North American tour shows. In Los Angeles, during the song Card Declined, dancers wore T-shirts reading I ♥ Absolut and I ♥ Dirty Martini, Charli's favorite cocktail, according to The Spirits Business. She later posted backstage photos on social media wearing an I ♥ Absolut T-shirt. Pernod Ricard has hinted at custom glassware bearing the XCX name.
Charli XCX said she agreed right away because the brand wanted to do something a little chaotic. For Craig van Niekerk, Absolut's vice president of global marketing, the singer does not just have fans: she has created a whole universe around herself, which the brand wants to embrace. He warned that the partnership might get messy and chaotic, but it won't be boring.
For Brazilian audiences, the news has an extra hook: Charli XCX is one of the headliners of Lollapalooza Brasil 2027, Meio & Mensagem notes. The announcement does not say whether Absolut will have activities at the festival or whether the limited editions will be sold in Brazil.
This is not the first time Absolut has teamed up with a music name. The brand was the official vodka of Madonna's album Confessions II, and in 2023 it launched a limited-edition bottle with singer and actor Olly Alexander. Competitors are taking the same path: Diageo's Johnnie Walker has a multi-year deal with singer Sabrina Carpenter and actor Callum Turner as Blue Label ambassador, and Bacardi chose actress Sophie Turner as the face of St-Germain liqueur, according to The Spirits Business.
Bebidário's catalog lists Absolut Vodka and flavored versions such as Absolut Citron.
Sources: Meio & Mensagem (October 20, 2026), The Spirits Business (October 21, 2026).
