By Gary Symons
TLL Editor-in-Chief
Brand Central has appointed the award-winning agency Haven Global to represent The Absolut Company in Australia and New Zealand.
The deal will task Haven Global with helping expand the licensing opportunities in the region for three top Absolut brands, including Absolut Vodka, Malibu and Kahlúa.
Brand Central CEO Ross Misher says the appointment brings Haven Global’s local market expertise to the job for three global brands that bring strong awareness, distinct market positioning, and proven potential for “carefully chosen” licensing extensions across the region.
“Haven Global brings the local knowledge, retail relationships and commercial discipline we look for in our international agency partners,” Misher said. “Australia and New Zealand are important markets for brand-led licensing, and Haven has a clear understanding of how to build programs that are both locally relevant and true to the character of Absolut Vodka, Malibu and Kahlúa.
“We are excited to work together to grow these brands in the region.”
Misher notes that Haven Global has a proven track record that makes it an ideal partner for Brand Central and Absolut. The consumer products licensing agency has won multiple licensing awards for its work representing some of the world’s leading entertainment, sport, lifestyle, and consumer brands across Australia and New Zealand. The company works with brand owners, manufacturers, and retailers with a focus on building strong retail programs and long-term brand growth in the local market.
Working in partnership with Brand Central and The Absolut Company International, Haven Global says it will focus on identifying licensing partners, categories, and collaborations that reflect each brand’s individual character, while creating relevant consumer products and experiences.
We’re thrilled to be appointed by Brand Central to represent Absolut Vodka, Malibu and Kahlúa across Australia and New Zealand,” said Haven Global CEO Tom Punch. “These are three iconic brands, each with strong consumer recognition and a very distinct personality, which gives us an exciting platform to build licensing and collaboration opportunities in this market.
“Our focus will be on finding the right partners, the right categories and products that feel authentic to each brand while delivering clear commercial value.”
Punch and Misher say each brand has its own strengths and brand identity, which will help define what types of partnerships the agency will be looking for.
Absolut Vodka is internationally recognised for its creativity, design, and its connection to art, fashion, and culture, the partners said. Malibu embodies a playful summer spirit centered on escape and optimism, while Kahlúa brings together coffee, indulgence and a bold social personality.
Brand Central and Haven also said their focus will be on developing “thoughtful brand extensions that go beyond awareness alone, prioritizing products, partners and retail channels that align with each brand’s identify and offer meaningful commercial potential in Australia and New Zealand.”
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