January 29, 2026:
Pernod Ricard Global Travel Retail (GTR) is set to introduce one of its boldest flavour innovations yet with the launch of Absolut Tabasco, a spicy flavoured vodka created in partnership with the iconic hot sauce brand Tabasco.
The new product will roll out from February 2026 across more than 50 markets worldwide, with availability in global travel retail locations including airports, cruise ships, airlines, and border shops. The launch will be supported by a year-long programme of in-store activations and large-scale omnichannel marketing campaigns across key regions.
Calling it the company’s most ambitious flavour launch in travel retail, Rae Gibson, Director – Power Brands and Emerging Categories at Pernod Ricard GTR, said the brand is planning a major global presence. Activations will take place at airports in markets such as the US, Mexico, Brazil, the UK, Spain, the Netherlands, UAE, India, and Australia, with a phased distribution strategy to maintain momentum throughout the year.
Absolut Tabasco (38% ABV) blends Absolut Vodka with a natural essence derived from Tabasco’s fermented and aged red pepper mash. The vodka contains no added sugar and is designed to deliver Tabasco’s signature heat and aroma, while keeping Absolut’s smooth vodka character intact.
The launch taps into the growing global appetite for spicy flavours, with spicy vodka sales expected to rise significantly by 2029. Absolut Tabasco is positioned as a versatile option for cocktails such as Bloody Marys and other spice-forward serves, offering a gradual, balanced build of heat.
The collaboration brings together two heritage brands with deep roots in craftsmanship. Tabasco sauce has been made on Avery Island, Louisiana since 1868, using red peppers aged in oak barrels for up to three years. Absolut Vodka, produced in Åhus, Sweden, uses locally sourced winter wheat, pure well water, and a continuous distillation process dating back to the 19th century.
Visually, the bottle design merges both brand identities, combining Tabasco’s bold colour cues and labels with Absolut’s iconic apothecary-style bottle.
Craig van Niekerk, Global VP of Marketing at Absolut Vodka, said the brand continues to push boundaries by creating bold, flavour-led experiences. He added that Absolut Tabasco is aimed at consumers who enjoy turning up the heat—whether for weekend cocktails or brunch classics.
Christian Brown, Head of Agriculture at McIlhenny Company and a sixth-generation family member, noted that the partnership felt natural, bringing together two brands that share a deep respect for craft, heritage, and quality.
With travellers increasingly open to discovering new flavours, Pernod Ricard GTR believes Absolut Tabasco will deliver playful, taste-driven experiences with strong visibility across the travel journey—and a few surprises along the way.
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