Why Absolut Tabasco could be this year’s hottest brand collab

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The NPD is one of Absolut brand owner Pernod Ricard’s big bets for 2026 and is launching across 50-plus global markets from next month

It’s minus five degrees in Stockholm and a snowstorm is raging outside. Despite the cold, I’m sweating – the result of spooning a little too much of the red pepper mash that goes into making Tabasco straight into my mouth.

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