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Absolut and Tabasco launch spicy vodka

Absolut Tabasco spicy vodka launch
Image: Pernod Ricard UK
Andy Marino
By Andy MarinoJan 28, 2026
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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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 vodka.

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. 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.

“Collaboration is in the DNA of Absolut and our latest partnership follows the great success of our Artist Editions Absolut Warhol and Absolut Haring,” said Liam Murphy, Marketing Director for Pernod Ricard UK. “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 1 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.

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