The Absolut Company, producer of the popular Absolut Vodka has announced CPLG its licensing agency for the global market. As per the agreement, CPLG will develop a global licensing programme across apparel, fashion, accessories, gifting and barware, targeting men and women of legal drinking age. Steve manners, executive vice president, CPLG, said, “We are thrilled to be working with one of the most iconic and recognizable adult drink brands in the world.” 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.’ Jonas Magnusson, director of innovation at Absolut, said, “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.” During the 1980s, Absolut had collaborated with artists such as Keith Haring and Andy Warhol and quickly secured the brand’s position as a patron of the arts and contemporary culture. Absolut had also collaborated with a number of famous brands and designers, including Gucci, Marc Jacobs and Mac.