The latest food and beverage industry news and trend analysis

Pernod Ricard’s Absolut Vodka has announced a major strategic collaboration with McIlhenny Company’s TABASCO® Brand, unveiling ABSOLUT® TABASCO™.

The partnership brings together two heritage category leaders to capitalise on the surging global demand for spicy flavour profiles in the spirits sector. Now available in the U.S., the product is scheduled for an aggressive international rollout across more than 50 markets worldwide.

Co-Creation and Fermentation

The new liquid is not a simple flavour infusion but a co-created spirit designed to capture the authentic complexity of the famous hot sauce.

Technical Specifications:

• Process: Crafted by fusing Absolut Vodka with a natural essence derived from the fermented, aged red pepper mash used to produce TABASCO® Sauce.

• Liquid Profile: Delivers the distinctive heat and aroma of the pepper sauce without the vinegar acidity dominating the palate.

• Clean Label: Like the original Absolut, the spicy variant contains no added sugar and is gluten-free.

The 'Swicy' Boom

The launch leverages robust market data indicating a shift towards "heat" in beverage consumption. The company cites forecasts suggesting that sales of spicy vodka are projected to increase by 27% by 2029.

Caroline Begley, U.S. VP of Marketing for Absolut, commented on the timing:

The brand positions the product as a versatile base for high-velocity serves, ranging from the traditional Bloody Mary to trending Spicy Lemonades and chilled shots.

Marketing Campaign and Design

To support the global rollout, Absolut has engaged Wieden + Kennedy London to develop a visual campaign inspired by the brand’s legendary print advertising history. Shot on location near Reykjavík, Iceland, the creative features dramatic, real volcanic visuals where volcanoes erupt with "fiery Bloody Marys" instead of lava.

Packaging: The bottle design represents a hybrid of the two brand identities, merging Absolut's apothecary-inspired silhouette with the distinct diamond label and colour palette of the TABASCO® bottle.

Christian Brown, Head of Agriculture and 6th generation family member at McIlhenny Company, highlighted the shared values of the partnership: