Authentic Brands Group is lending the Elvis brand to a new product–vodka–in a new deal with Three Olives.
Three Olives is planning to launch Elvis Presley coconut water-flavored vodka in the U.S. in March, inspired by the King of Rock ‘n Roll’s love of Hawaii. From his first visit in 1957 to his final vacation in 1977, Elvis traveled to the islands of Hawaii on numerous occasions to make movies and perform live shows.
"Fans of Elvis Presley know how much his Hawaii years molded him into the superstar icon he is today," said a spokesperson for Proximo Spirits, Three Olives’ owner, in a press release. "More relevant today than ever before, Elvis left a legacy that continues to excite fans all over the world. We are excited to join other industry trades and brands to honor this superstar icon with a flavor that celebrates his absolute love of Hawaii.”