Pernod Ricard brands Absolut and Kahlúa this month collaborated with singer-songwriter Sabrina Carpenter on an espresso martini kit that taps into the trend around the iconic cocktail and the pop star’s Billboard hit “Espresso.” The partnership speaks to how brands can team with cultural figures to stay on trend, especially during the holiday period.
“We’re constantly looking for unique ways to meet consumers where they are, and this year, we felt that a partnership with Sabrina Carpenter … was an authentic and culturally relevant way to get people excited about drinking Espresso Martinis,” said Caroline Begley, vice president of marketing for Absolut and Kahlúa, in emailed comments.
The espresso martini was created in the 1980s and has seen a revival in the last few years by younger drinkers getting in on a Gen X classic. Across off-premise, sales of espresso martini ready-to-drink cocktails were up 252% in 2023, according to NIQ data cited by Bevnet.
“It’s no secret that the Espresso Martini is both timeless and the cocktail of the moment,” Begley said. “Our brands have played an integral part in the Espresso Martini’s history, which remains trendy today thanks to its modern versatility and innovation.”
The Short n’ Sweet Espresso Martini Cocktail Kit — named after Carpenter’s recent album and tour — includes 375ml bottles of Absolut and Kahlúa, a can of Owen’s Espresso Martini Mix, a coupe glass and an edible cocktail topper shaped after the singer’s signature kiss mark. It is available through ReserveBar.com for $85 while supplies last.
To tap into the continued interest around the drink, the Pernod brands built on their status as the official spirits sponsor of Carpenter’s U.S. tour (which wrapped on Nov. 18) with a cocktail kit intended to bring the experience to a wider, at-home audience. The move comes during a holiday season in which consumers are expected to place a bigger focus on experiences like hosting gatherings, per Deloitte’s 2024 holiday retail survey.
“Whether getting together with friends at a concert or hosting a holiday celebration to watch a new show, pop culture is inherent to the drinking occasion of these brands and cocktails,” Begley said.
To promote the partnership, the brands are focusing on social media. Along with influencer content, Pernod is running creative on Meta that showcases a behind-the-scenes shot of Carpenter with an espresso martini on tour. Plus, Begley teased the possibility of the drink making a “frothy cameo” during Carpenter’s upcoming holiday special, which will premiere on Netflix on Dec. 6.
Absolut has previously made espresso martinis part of its marketing. The drink in 2022 was one of the color-coded, cocktail-inspired characters in “The World of Absolut Cocktails,” a campaign that was the brand’s biggest global effort in over a decade. Absolut in 2021 rented out decorative table kits to help consumers prepare for holiday gatherings.
Parent company Pernod Ricard’s net sales saw an organic decline of 1% for the fiscal year ending June 2024 amid economic and geopolitical uncertainty and a spirits market normalization following two years of post-pandemic growth, per its most recent earnings report.
