Absolut Vodka Partners with Sugababes to Launch Flavored Cocktails

Absolut Vodka, owned by Pernod Ricard, has announced a collaboration with the British girl group Sugababes, appointing them as ambassadors for its flavored vodka range. The partnership aims to enhance the brand's visibility, particularly in conjunction with the group's upcoming tour scheduled to begin in April.

The collaboration, revealed in February 2025, focuses on promoting Absolut's flavored offerings, including Raspberri, Vanilia, and Hunni. Each member of Sugababes has developed a signature cocktail using these flavors. Mutya Buena created the "Push the Berri Button Collins," Keisha Buchanan the "Round Round Martini," and Siobhan Donaghy the "Hunni Like Me Martini." These cocktails are presented as fresh takes on classic recipes, inspired by the group's distinct style and musical identity.

Consumers are invited to participate in a promotional competition by purchasing a bottle of Absolut flavored vodka and scanning a QR code on the packaging. The competition offers prizes such as tickets to the Sugababes' tour, autographed bottles, and other exclusive merchandise. Absolut's flavored vodkas are available in major grocery retailers across the UK.

Alison Perrottet, Brand Director for Absolut UK, highlighted the partnership's alignment with Absolut's "Born To Mix" ethos, celebrating the power of blending various elements like drinks, ideas, and people. She noted that Sugababes, recognized for their reinvention and unity, were chosen to represent creativity and diversity.