The smoothness of vodka with the spiciness of one of the most famous sauces in the world. This is how Absolut describes its collaboration with Tabasco, which has resulted in Absolut Tabasco. It is, as the brands explain, an intense and balanced vodka, designed both to be enjoyed alone and to give a twist to classic cocktails.

The new product expands Absolut’s portfolio, which includes mango or vanilla flavored references, and will be available starting in February in more than 50 markets worldwide. It fuses Absolut Vodka, which is made with water, winter wheat and its own yeast, with the essence of Tabasco sauce, created from red peppers from Louisiana fermented for up to three years in oak barrels.

With this launch, the Pernod Ricard brand capitalizes on the spicy trend, which has gained prominence in gastronomy and in the world of food and spirits over recent months. Brands from all over the world have joined the trend: Pringles launched a “Hot” range in 2024; Pepsi has even created a brand with “Flamin’ Hot”; and in Spain Lacasitos presented Lacasitos Chilli and Orlando a sauce with spicy chili.

The alliance between Absolut and Tabasco is not only expressed in the union of their products, but also in the packaging designed to bring the reference to the market. The recognizable visual universes of both brands merge in a bottle that features Tabasco’s colors and the diamond-shaped logo; and with the usual silhouette of Absolut bottles.

Absolut presents the product in response to consumer demand for more intense flavors and more daring sensory experiences. “Absolut Tabasco is a really spicy vodka, it’s not for everyone and that’s okay. We need to launch honest products that fulfill what they promise and manage to surprise”explained Alejandro Ayala, Brand Manager of Absolut Vodka.

The brand highlights that the collaboration is framed in its innovative spirit, and a shared vision around quality and respect for the process. Furthermore, they assure that Absolut Tabasco is the result of the union of two classic brands that have made flavor their reason for being.

Absolut Tabasco is presented with an international campaign designed by the Wieden+Kennedy London agency. It uses the volcano as a metaphor for both the spicy characteristic of the product and the sensations it aims to evoke in the consumer: fun, daring, power, strength, mystery… In the spot, this is reflected by the expedition of a group of scientists to the focus of an eruption to enjoy the new product, which is born directly from the lava itself.

The campaign includes a series of graphic pieces, both for social networks and outdoor advertising, that expand the idea of ​​the volcano and combine it with the image of the bottles designed for Absolut Tabasco. The descent of the lava draws the silhouette of the container and the Tabasco logo, aligning with previous campaigns in which Absolut has given prominence to its bottles.