Absolute Bloody Mary

Absolut Vodka has partnered with Tabasco for the launch of a neck tag to encourage customers to create Tabasco-infused Bloody Mary cocktails at home.

The new packs, which include miniature bottles of the sauce, will roll out across grocery from the end of May (rsp: £19.45/70cl). They came on the back of brunch becoming increasingly popular with customers, with many choosing to recreate daytime cocktails at home, said Lucy Bearman, head of customer development at Absolut owner Pernod Ricard UK.

“Bloody Mary spiced with Tabasco sauce is a classic cocktail choice, and the variations shoppers can make at home are endless,” she added. “Premium space on-shelf is becoming increasingly crowded, and this on-pack promotion is designed to increase standout, as well as adding value for our customers.”

Absolut added £4.9m to its value last year, growing 16.9% from £28.9m to £33.8m with volumes of 1.46 million litres [Nielsen 52 w/e 8 October 2016].