The Absolut Company, producer of the popular Absolut Vodka has named CPLG its licensing agency for the global market.
Leveraging its knowledge in building lifestyle brands, CPLG will develop a global licensing programme across apparel, fashion, accessories, gifting and barware, targeting men and women of legal drinking age.
Absolut’s brand purpose is to ‘instigate a more open world’ by challenging ‘society’s labels: man, woman, gay, straight, and favouring difference, acceptance and freedom.’
CPLG will bring Absolut’s brand purpose to life through a robust licensing programme led by fashion, accessories and lifestyle products.
Steve manners, executive vice president, CPLG, said: “We are thrilled to be working with one of the most iconic and recognisable adult drink brands in the world.
“Absolut’s brand purpose, as well as its inclusive and ethical approach, resonates with today’s consumers. We are already in discussion with some fantastic teams to extend Absolut in new, innovative and unexpected ways.”
Jonas Magnusson, director of innovation at Absolut, added: “Absolut has a long history of creative collaborations within art and fashion. We are very excited to explore how our brand can come to life in a new way within fashion and lifestyle.
“Together with CPLG, we are now taking an exciting step beyond our iconic bottle to bring our brand purpose to life.”
During the 1980s Absolut began collaborating with artists like Keith Haring and Andy Warhol and quickly secured the brand’s position as a patron of the arts and contemporary culture.
Absolut has a heritage rootd in the fashion world and over the years has collaborated with a number of famous brands and designers, including Gucci, Marc Jacobs and Mac.