ABSOLUT and TABASCO are heating up the global spirits scene with the launch of a new spicy vodka, now available in the United States and rolling out across more than 50 markets worldwide.

Crafted by fusing ABSOLUT with a unique and completely natural essence 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.

The new chili pepper flavoured vodka comes amid strong and growing demand for spicy food and beverages. Global audiences have an adventurous thirst for bold drinks now more than ever, with sales of spicy vodka forecast to increase 27% by 2029.

ABSOLUT US VP of Marketing Caroline Begley said: “ABSOLUT has never been afraid to mix things up or shy away from bold moves and flavour,” said

“This year we’re bringing the heat with the launch of ABSOLUT TABASCO. We’re proud to partner with another icon and one of the world’s leading hot sauce brands to add a spicy kick to both classic and trending vodka cocktails.”

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.

“With more than 150 years of pepper expertise, it only made sense for us at TABASCO Brand to partner with ABSOLUT Vodka, another brand with a storied history that understands and cares about the craft that goes into its product,” said Christian Brown, Head of Agriculture and 6th generation family member, McIlhenny Company, makers of TABASCO Brand products.

“TABASCO Brand exists to light up everything we touch, and the powerful blending of these two iconic liquids (and unforgettable bottles) is long overdue!”

Inspired by ABSOLUT Vodka’s legendary print ads, the product will be supported with a new campaign by Wieden + Kennedy London. Dramatizing the heat of ABSOLUT TABASCO, the campaign creates a world for spicy cocktail drinkers where volcanoes erupt not with lava, but fiery Bloody Marys. Dramatic, real volcanic visuals, shot on location south of Reykjavík, Iceland.