Absolut Vodka has partnered with Tabasco Brand for the launch of a new spicy vodka, Absolut Tabasco. The new collaboration launches this February across 50+ markets including global travel retail.
According to Rae Gibson, Director, Power Brands and Emerging Categories, Pernod Ricard Global Travel Retail, Pernod Ricard will be staging a “truly global takeover” in travel retail, with Absolut Tabasco activations taking place in airports across the US, Mexico, Brazil, UK, Spain, the Netherlands, the UAE, India and Australia.
“We are collectively so excited for this, our most ambitious flavor launch yet in GTR. [The] product will be distributed in a phased approach spanning airports, cruise, airlines, and border shops, to sustain momentum. Travelers have a healthy appetite for discovery and are very open to trying new flavors, so they can look forward to bold, playful, taste-led experiences with standout product visibility throughout their journey, and a few surprises along the way!” commented Gibson.
Absolut Tabasco is crafted by fusing Absolut Vodka with a unique and completely natural essence (there’s no added sugar) created from the fermented, aged red pepper mash used to make Tabasco Sauce.
The new Tabasco-Sauce-flavored vodka comes amid strong, growing demand for hotter flavors, says the company. Sales of spicy vodka are forecast to increase 27% by 2029.
Founded in 1868 on Avery Island, Louisiana, where it is still produced today, Tabasco Sauce uses just three ingredients: handpicked red peppers, salt, and vinegar. Once mashed together, the red pepper mix is aged and fermented in reclaimed oak barrels for up to three years.
Absolut Vodka is also made using just three natural ingredients –water sourced from a local deep well, a proprietary strain of yeast and winter wheat grown on nearby farms.
Craig van Niekerk, Global VP of Marketing for Absolut Vodka, says: “At Absolut Vodka, we have never been afraid to do things differently or create something bold – and now, we are at it again. 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? For anyone who wants to dial up the heat, whether it’s Saturday night cocktails or Sunday brunch, this spicy vodka is definitely for you.”
Christian Brown, Head of Agriculture and 6th generation family member, McIlhenny Company, makers of Tabasco Brand product, says: “With more than 150 years of pepper expertise, it only made sense for us at Tabasco to partner with Absolut Vodka, another brand with a long, storied history that understands and cares about the craft that goes into its product. Tabasco exists to light up everything we touch and the powerful blending of these two iconic liquids (and unforgettable bottles) is long overdue!”
