Absolut signs Charli xcx for a two-year partnership of limited edition drops, custom glassware and fan events

Key Takeaways

• Absolut has signed Charli xcx to a two-year partnership covering limited edition drops, collectible items, custom glassware and fan events.

• The deal was teased at her sold out Los Angeles shows on 17 and 18 October 2026, where her dancers wore T-shirts reading "Absolut" and "Dirty Martini".

• Charli revealed the partnership on 20 October with backstage photos of herself in an "I ♥️ Absolut" shirt holding a dirty martini.

• Absolut is the official vodka partner of Music, Fashion, Film, and the partnership's signature serve is the Dirty Martini.

Absolut has signed Charli xcx, giving her fans the first clues before officially announcing the partnership. During her sold-out Los Angeles shows on the 17th and 18th October, “ABSOLUT XCX” appeared on screen while her dancers wore versions of the classic “I ♥️” tee featuring “Absolut” and “Dirty Martini”, a combination unlikely to go unnoticed by an audience well-versed in Brat era merchandise.

On the 20th October, Absolut confirmed a two-year partnership with the pop star, with Charli sharing black-and-white backstage photos of herself wearing an “I ♥️ Absolut” shirt, dirty martini in hand. Plans include limited-edition drops, collectables, custom glassware and fan events, although both sides have made clear that much of what follows is still taking shape.

Leaving room for ideas to develop is part of the approach, giving Charli and her audience a role in shaping the partnership as it unfolds. It also fits the spontaneity and fan participation surrounding her recent work, with the two-year agreement creating space for collaborations that extend beyond a single advert or product launch.

Absolut signs Charli xcx for two years of limited drops, custom glassware and fan events co-created with her Angels

Pernod Ricard has said that what comes next "isn't mapped out", and the plan is to develop it with Charli's fans, who call themselves Angels. Craig Van Niekerk, VP of Global Marketing at Absolut Vodka, said the brand wants to "co-create with Charli and her Angels fandom and see where they take us." He added, "Charli doesn't just have fans, she's created a whole world around her, and that's what we want to embrace," before setting expectations with a line that could double as a brief, "It might get messy, it might get chaotic, but it definitely won't be boring."

Charli sounds just as relaxed about the lack of a script, and in the release she admitted, "When Absolut approached me for a collaboration, I was immediately down," before describing the partnership's mix of music, martinis, friends and strangers as "like so my vibe babes." According to Adweek, she added that the brand "wanted to do something a little chaotic," which is either a creative direction or a fair description of the last two years of her career.

The live shows are the first stage of the partnership, and Absolut's ABSOLUT XCX campaign page names the brand the Official Vodka Partner of Music, Fashion, Film as it "hits cities around the world" and gives the recipe for the partnership's signature serve, a Dirty Martini of 45ml Absolut Vodka, 10ml dry vermouth and 15ml olive brine, stirred over ice, strained into a martini glass and finished with three green olives.

Absolut follows its Madonna and Sugababes music partnerships and its Warhol, Haring and KAWS artist editions

Charli is the latest in a run of music signings for Absolut, after Pernod Ricard UK made the Sugababes ambassadors for Absolut's flavoured range in February 2025 ahead of their April tour, with signature cocktails and bar tabs at Revolution venues, and in June 2026 Absolut became the official vodka partner of Madonna's Confessions II, complete with Absolut Icon creative, Absolut Tabasco cocktails and a Club Confessions event in West Hollywood. Moving from Madonna to Charli in the space of four months keeps the brand firmly on the dance floor, connecting it with artists whose audiences treat a night out as part of the fandom.

Charli brings her own track record with brands, having become Nothing's first global brand ambassador and a shareholder in May 2026, fronting a campaign shot in London by Aidan Zamiri. Her Absolut deal has plenty in common with Tia Maria reuniting with Sophie Ellis-Bextor for a festive Espresso Martini campaign, where a pop star with a devoted following and a signature cocktail does most of the persuading.