Brand Central Named Exclusive Licensing Agent for ABSOLUT, Kahlúa, Malibu

Partnership aims to expand global reach of premium spirits brands through lifestyle, food, and beverage licensing programs.

Mar. 24, 2026 at 7:00pm

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Brand Central has been named the exclusive global licensing agency for ABSOLUT Vodka, Kahlúa and Malibu, three premium spirits brands managed by The Absolut Company International, part of Pernod Ricard. The partnership will focus on developing strategic licensing programs to extend the cultural relevance of each brand, drive more revenue and reinforce their identities beyond the spirits category.

Why it matters

Food and beverage licensing has become a lucrative cross-category collaboration engine at retail, allowing brands to extend their reach and cultural relevance. This partnership between Brand Central and the iconic ABSOLUT, Kahlúa and Malibu spirits brands aims to capitalize on this trend and further strengthen the global presence of these premium liquor labels.

The details

The announcement was made on March 23 in Los Angeles. Each brand brings distinct characteristics to the collaboration - ABSOLUT Vodka is recognized for its creativity, Swedish heritage and sustainability; Kahlúa is the leading coffee liqueur globally; and Malibu is the top white spirits-based coconut liqueur, embodying the essence of summer. The partnership will focus on developing strategic licensing programs to extend the cultural relevance of each brand, drive more revenue and reinforce their identities beyond the spirits category.

  • The announcement was made on March 23, 2026.

The players

Brand Central

A licensing agency that has been named the exclusive global licensing agency for ABSOLUT Vodka, Kahlúa and Malibu.

The Absolut Company International

A part of Pernod Ricard that manages the ABSOLUT Vodka, Kahlúa and Malibu premium spirits brands.

Ross Misher

The chief executive officer of Brand Central.

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What they’re saying

“We're thrilled to welcome these iconic spirits to our portfolio. ABSOLUT Vodka, Kahlúa and Malibu are well-established brands with powerful global cultural reach. We look forward to working licensees around the globe to translate these beloved brands and their distinctive flavors into innovative food and beverage products and on-trend, culturally relevant merchandise.”

— Ross Misher, Chief Executive Officer, Brand Central

What’s next

Brand Central will showcase the ABSOLUT, Kahlúa and Malibu licensing programs at Licensing Expo 2026, which takes place May 19-21 in Las Vegas.

The takeaway

This partnership allows three iconic spirits brands - ABSOLUT, Kahlúa and Malibu - to extend their global reach and cultural relevance through strategic licensing programs focused on food, beverage and lifestyle products, capitalizing on the growing trend of cross-category brand collaborations.