By Allison Watkinson
Wildbrain CPLG’s ASPIRE division has secured a licensing deal for The Absolut Company for a Malibu-flavored ice-cream by LiQ.
LiQ is a Belgium-based ice-cream company that specializes in creating liquor-infused iced treats.
The LiQ x Malibu Ice Pralines product contains ice cream infused with the coconut and white rum flavor of the Malibu liquor brand.
The co-branded Ice Pralines product will launch in Belgium, Germany, the Netherlands and the U.K.
“This cool new partnership with LiQ excitingly extends Malibu into the ice cream space for the very first time, and will offer consumers an innovative way to experience the iconic flavours of Malibu,” said ASPIRE director, Victoria Whellans. “This deal is the perfect example of the type of tailored and aspirational licensing collaborations we’re forging to drive long-term growth and brand engagement for our partners.”
This is the second innovative licensing program to be announced this month involving Absolut.
The company also worked with Kraft-Heinz recently to produce a new vodka pasta sauce.
ASPIRE is the corporate and lifestyle division of the sports, entertainment and brand licensing agency WildBrain CPLG. ASPIRE’s portfolio includes numerous brands across the categories of fashion, luxury, FMCG, hardware, automotive, art, and heritage institutions.
ASPIRE is the international licensing representative of The Absolut Company’s Absolut Vodka and Malibu rum liquor brands.
The Absolut Company is the worldwide manufacturer, distributor, and marketer of the Absolut Vodka, Malibu and Kahlúa brands.
The Absolut Company is a division of the French alcohol production company, Pernod Ricard.