Two global titans of flavour join forces to launch a unique spicy vodka
as consumer demand for hotter flavors accelerates.
Two global titans of flavour join forces to launch a unique spicy vodka
as consumer demand for hotter flavors accelerates.
January 28, 2026: Absolut Vodka and TABASCO® Brand are firing up the global spirits scene with the launch of a new spicy vodka, Absolut® TABASCO™. Launching from February 2026 onwards across 50+ markets, including the US and the UK, this bold innovation captures the heat that spirit drinkers worldwide crave.
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 – Absolut® TABASCO™ delivers the distinctive heat and aroma of the world’s most famous pepper sauce in the world’s leading premium vodka1.
The new TABASCO®-Sauce-flavoured vodka comes amid strong, growing demand for hotter flavours. People are craving heat now more than ever, with sales of spicy vodka forecast to increase 27 per cent by 2029.2 Whether it’s the brunch staple, a Bloody Mary with bite or a Spicy Lemonade, which tingles, Absolut® TABASCO™ is for them – a smooth-tasting vodka with a heat that builds to leave a warm feeling on the lips with every sip.
The Absolut® TABASCO™ collaboration unites two titans of flavours, each with more than a century of history and a legacy of authenticity and quality.
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, creating the sauce’s subtle, unique flavour.
Absolut Vodka is also made using just three natural ingredients – pristine water sourced from a local deep well, a proprietary strain of yeast and winter wheat grown on nearby farms. This premium vodka is only distilled in the small town of Åhus in Southern Sweden, using the same continuous distillation process introduced by its Swedish founder, L.O. Smith, in the 1870s.
The brands' rich heritages come together through the design of the Absolut® TABASCO™ Vodka bottle. It seamlessly blends their iconic bottles into one; the bottle’s colours and diamond label shout TABASCO® Sauce, but the apothecary-inspired shape is unmistakably Absolut Vodka.
Liam Murphy, Marketing Director for Pernod Ricard UK, comments: “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!”
ABSOLUT® TABASCO™ (38% ABV) will launch across 50+ markets worldwide from February 2026. In the UK, ABSOLUT® TABASCO™ will be available from March across the On-Trade, Off-Trade and E-Commerce, as well as being available to pre-order from Amazon from 1st February. A multi touchpoint campaign will turn up the heat from April 2026, including broad reach advertising flanked by brunch events spotlighting the Spicy Bloody Mary and an exciting partnership across the Off-Trade and E-Commerce that will be announced closer to launch.