Absolut is set to spice up the global spirits scene
VODKA brand Absolut has teamed up with Tabasco hot sauce to fire up a new spicy vodka launch with the new Absolut Tabasco.
Available on shelves from February, the new Absolut Tabasco offers consumers a bold new innovation in the spirits market with a heat that aims to capture shoppers’ craving for spice on the global stage.
Crafted using Absolut Vodka with completely natural essence – with no added sugar – the new spirit has been created from the fermented, aged red pepper mash used to make Tabasco Sauce to deliver on the brand’s distinct heat and aroma.
The new Tabasco sauce-flavoured vodka comes amid a growing demand for hotter flavours from consumers, with sales of spicy vodka variants set to increase by 27% by 2029 according to Dataessential research.
Ideal for the brunch staple of Bloody Mary or to bring an extra zing for a Spicy Lemonade, parent firm Pernod Ricard reckons that Absolut Tabasco will provide a smooth-tasting vodka with a heat that builds to leave a warming feeling with every sip.
The new vodka will be available across the UK off-trade, on-trade and e-commerce from 1 February. A multi-touch campaign will also help to drive up awareness for the launch from April, including a broad reach advertising inclusive of unique brunch events that will spotlight Absolut Tabasco as part of a Spicy Bloody Mary cocktail.
Liam Murphy, marketing director at Pernod Ricard UK, said: “Collaboration is in the DNA of Absolut and our latest partnership follows the great success of our Artist Editions Absolut Warhol and Absolut Haring.
“Collabs need to be more than just a nice bottle design, they need to provide a real value add to the consumer. We are very proud of the liquid that has been created, it’s like nothing else on the market.
“You can’t experience the joy of a Bloody Mary without one of these iconic brands and we’re excited to be turning up the heat for a full UK launch from March this year.”
