Charli xcx signs two-year Absolut deal built on limited-edition drops and glassware

Charli xcx has signed a two-year partnership with Absolut Vodka, Pernod Ricard USA announced in New York on 20 October 2026. The deal promises limited-edition drops, collectible items, custom glassware and fan events, and the brand says Charli's fans will help decide what happens along the way.

A T-shirt before the announcement

The first product appeared before the deal was public. After sold-out shows in Los Angeles on the weekend before the announcement, Charli posted backstage photographs of herself in an "I ♥ Absolut" T-shirt. Her dancers performed in their own version of the tee, printed with "Absolut" and "Dirty Martini", a nod to her drink of choice.

Charli said she agreed at once because the brand told her it wanted to do something "a little chaotic". Craig Van Niekerk, Absolut's vice president of global marketing, said the company would build the partnership with her fans rather than bring a fixed plan.

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.

Craig Van Niekerk, VP of Global Marketing, Absolut Vodka

Music Ally, reporting the deal on 21 October 2026, noted that so far the promised chaos amounts to a branded T-shirt on social media. No prices, release dates, retailers or financial terms have been given. The release asks fans to follow Absolut's and Charli's social channels to guess what comes next.

Drinks brands and pop fandoms

Music Ally covered the deal alongside Blackpink member Lisa's partnership with heytea, a tea brand founded in China. That deal includes collaboration bundles sold in stores, each pairing a drink with a sticker and a pin badge or keychain. In both cases small physical items sit next to the drink, giving fans something to collect.

What it means for acts

This deal puts co-created products, rather than a fee and an appearance alone, at the centre of a brand partnership. An act offered something similar can ask who makes and sells the items, how the revenue from them is split, and whether limited runs go through the brand or the act's own merchandise partner. Teasing an item on stage or on social media before an announcement, as Charli did with the T-shirt, is a way to gauge interest before committing to production.