Absolut has teamed up with Tabasco to launch a spicy vodka inspired by the red pepper sauce.
Absolut Tabasco (rsp: £23/70cl) will launch from next month across more than 50 global markets including the US and the UK.
Produced in close partnership with Tabasco supplier McIlhenny Company, the NPD brought together “two titans of flavours, each with more than a century of history and a legacy of authenticity and quality”, said Absolut.
It is made by infusing Absolut vodka with a “natural essence” created from the fermented, aged red pepper mash used to make Tabasco’s hot sauce.
The resulting tipple was “a smooth-tasting vodka with a heat that builds to leave a warm feeling on the lips with every sip”, said Absolut.
It would tap into rising demand for spicy flavours worldwide, the Pernod Ricard-owned brand predicted.
Spicy vodka sales were forecast to grow by 27% by 2029 [Datassentials February 2025], and consumers were “craving heat more than ever”, it said.
Absolut Tabasco could be served in “a Bloody Mary with bite” or in a “spicy lemonade which tingles”, it added.
It is not the first time Absolut Vodka has teamed up with a household brand. In 2023, it partnered with Heinz for a tomato vodka pasta sauce inspired by Gigi Hadid’s viral spicy vodka pasta recipe.
“At Absolut Vodka, we have never been afraid to do things differently or create something bold – and now, we are at it again,” said Craig van Niekerk, global vice president for marketing at Absolut Vodka. “People want to feel some heat in their drinks. What better way to do it than by combining one of the world’s leading hot sauce brands with the world’s leading premium vodka brand?”
Kate Neuhaus, director of global marketing communications at McIlhenny Company, added: “We are thrilled to bring the unique flavour of Tabasco Sauce to Absolut’s smooth premium vodka. We share a rich heritage and a commitment to quality – and this new partnership is a testament to both. It’s the perfect match.”
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