Haven Global will lead local licensing and collaboration opportunities for three of the world’s most distinctive spirits brands, connecting Absolut Vodka, Malibu and Kahlúa with relevant partners across Australia and New Zealand.
Brand Central, the master global licensing agency for The Absolut Company International, has appointed Haven Global to represent Absolut Vodka, Malibu and Kahlúa for licensing across Australia and New Zealand.
The appointment brings dedicated local market expertise to three globally recognized brands, each with a strong awareness, distinct consumer positioning and potential for carefully chosen licensing extensions across the region.
Working in partnership with Brand Central and The Absolut Company International, Haven Global will focus on identifying licensing partners, categories and collaborations that reflect each brand’s individual character while creating relevant consumer products and experiences.
Absolut Vodka is internationally recognised for its creativity, design and its connection to art, fashion and culture. Malibu embodies a playful summer spirit centered on escape and optimism, while Kahlúa brings together coffee, indulgence and a bold social personality.
The 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.
“Haven Global brings the local knowledge, retail relationships and commercial discipline we look for in our international agency partners. 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.”
Ross Misher, CEO, Brand Central
“We’re thrilled to be appointed by Brand Central to represent Absolut Vodka, Malibu and Kahlúa across Australia and New Zealand. 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.”
Tom Punch, CEO, Haven Global
Haven Global will begin engaging with prospective partners across priority categories where each brand can credibly extend its presence and connect with consumers beyond the core beverage category.
