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.
Kate Neuhaus, director of global marketing communications at Tabasco owner McIlhenny Company, laughs as I and other assembled journalists gulp down glasses of milk, trying (and failing) to hide our watering eyes.
“I’d probably recommend starting off with a bit less than that,” she advises, too late for most of us.
Fortunately, the “natural essence” of Tabasco that Absolut has created for its new spicy vodka Absolut Tabasco – the reason we are in Sweden – is far more palatable. Those with a higher heat tolerance than I might even describe it as pleasant.
But why exactly have these two fmcg giants joined forces?
Absolut collabs
Brand collaborations are two-a-penny these days, but Absolut has been at them longer than most. Over its 45-year history, the brand has teamed up with everyone from artists like Andy Warhol and Keith Haring, to the likes of Heinz and the Sugababes.
But while many fmcg tie-ups are designed with little more than going viral in mind, Absolut Tabasco feels like it could actually make commercial sense. Which is just as well, because the NPD is one of Absolut brand owner Pernod Ricard’s big launches for 2026, and is rolling out across more than 50 global markets from next month.
“This is a really big bet for us,” admits Absolut’s global VP for marketing Craig van Niekerk. “The number one priority for us will be: does this work? Do we generate growth for our organisation as a result of doing this?”
Tapping the spice trend
It’s unlikely he’ll need to worry; Absolut Tabasco is nothing if not bang on trend. The tipple taps soaring demand for spicy food and drink, led by younger shoppers.
From hot honey to mouth-numbing noodles and fiery crisps, Gen Z has embraced heat wholeheartedly, with two-thirds (66%) of this cohort reporting they are more likely to purchase something if it’s advertised as spicy [Technomic Flavour Trends Report].
That makes Absolut Tabasco an excellent recruitment tool for a generation too young to remember the Cosmopolitan craze and yet to fully embrace vodka.
“Absolut is incredibly strong with millennials and above, but Gen Z don’t have that same depth of relationship with the brand,” says van Niekerk. “Tapping into the spice trend allows us to get in front of younger consumers and recruit them into the franchise.”
Authentic partnership
Given Absolut’s expertise in flavour (Tabasco is its 14th flavoured vodka), it would have been easy for the brand to knock out a generic spicy serve. But partnering with an iconic hot sauce like Tabasco is sure to add credibility to the NPD.
“Absolut came to us with true collaboration in mind,” insists Neuhaus. “This was not just to get some buzz or a headline. They really thought about it and invested in the story [of the partnership].”
Both Neuhaus and van Niekerk are keen to emphasise the parallels between the two brands. Both are made from just three ingredients in a single location and shipped across the world, they stress. And their respective owners even share a bottle supplier.
Given the quantity of brand collabs on shelves globally, it’s no surprise both brands want to push this narrative. As van Niekerk puts it: “Consumers can perceive bullshit immediately; they’re the harshest critics when it comes to brands, so it needs to feel authentic.”
Turn up the heat
With breakfast and brunch bookings up 65% in two years [OpenTable, October 2025], honing in on the Bloody Mary as Absolut Tabasco’s hero serve is also a no-brainer. For its UK retail launch, Pernod Ricard plans to cross-merchandise with both Tabasco and tomato juice brand Big Tom, van Niekerk reveals.
But the cocktail synonymous with spice remains divisive and not everyone is a confident at-home mixologist. So the brand has also come up with a simpler ‘spicy lemonade’ serve to broaden Absolut Tabasco’s appeal.
Given Absolut has already partnered with Sprite on two vodka-based canned cocktails in recent years, could we see an Absolut Tabasco RTD make spicy vodka even more accessible?
“That sounds like a great idea,” says van Niekerk. “It’s a minimum of a three-year partnership, so we’ll continue to explore what makes the most sense [commercially]. With RTDs being one of the biggest booming categories at the moment, that’s for sure in the mix.”
It sounds like there’s scope to turn the heat up on this partnership even further…
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