COMING IN HOT. ABSOLUT AND TABASCO® LAUNCH NEW SPICY VODKA

Two global titans of flavour join forces to launch a unique spicy vodka as consumer demand for hotter flavours accelerates

HONG KONG, July 8, 2026 /PRNewswire/ -- 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 vodkas.^[1]

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.^[2] 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.

The Absolut TABASCO^® collaboration unites two titans of flavours, each with more than a century of history and a legacy of authenticity and quality.

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.

Absolut Vodka is also made using just three natural ingredients – pristine water sourced from a local deep well, a proprietary strain of yeast and winter wheat grown on nearby farms. This premium vodka is only distilled in the small town of Åhus in Southern Sweden, using the same continuous distillation process introduced by its Swedish founder, L.O. Smith, in the 1870s.

The brands' rich heritages come together through the design of the Absolut Vodka TABASCO™ bottle. It seamlessly blends their iconic bottles into one; the bottle's colours and diamond label shout TABASCO^® Sauce, but the apothecary-inspired shape is unmistakably Absolut Vodka.

Craig van Niekerk, Global VP of Marketing for Absolut Vodka, says: "At Absolut Vodka, we have never been afraid to do things differently or create something bold – and now, we are at it again. People want to feel some heat in their drinks. What better way to do it than by combining one of the world's leading hot sauce brands with the world's leading premium vodka brand? For anyone who wants to dial up the heat, whether it's Saturday night cocktails or Sunday brunch, this spicy vodka is definitely for you."

Christian Brown, Head of Agriculture and 6^th generation family member, McIlhenny Company, makers of TABASCO^® Brand product, says: "With more than 150 years of pepper expertise, it only made sense for us at TABASCO^® to partner with Absolut Vodka, another brand with a long, storied history that understands and cares about the craft that goes into its product. TABASCO^® exists to light up everything we touch and the powerful blending of these two iconic liquids (and unforgettable bottles) is long overdue!"

Kate Neuhaus, Director of Global Marketing Communications at McIlhenny Company, says: "We are thrilled to bring the unique flavour of TABASCO^® Sauce to Absolut's smooth premium vodka. We share a rich heritage and a commitment to quality – and this new partnership is a testament to both. It's the perfect match. Absolut^® TABASCO^™ is the purest form of heat ever bottled for adventurous flavour lovers everywhere."

Freddy Taylor + Philippa Beaumont, Group Creative Directors at Weiden+Kennedy London, say: "When we won the pitch for Absolut, we'd never have dreamt that our first piece of work would take us to the volcanoes of Iceland, partnering the world's most famous hot sauce; but when you're working for a brand with a creative legacy as rich as Absolut's, big things feel possible. In the early '90s, people used to love Absolut's work so much, they'd hang it on their walls. In 2026 just keeping someone's attention for more than 6s is hard enough, so that's why we're returning the brand to simple, witty, smile-in-mind kind of work. Whether that's a mouthwatering, spicy collaboration, a piece of packaging every bartender wants, or a single image that people save, pin, screenshot, and hopefully one day soon, hang on their wall."

ABSOLUT^® TABASCO^™ (38% ABV) will launch across 50+ markets worldwide from February 2026. Inspired by Absolut Vodka's legendary print ads, the launch campaign will turn up the heat to leave no doubt that the new flavour will fire up cocktails worldwide. ABSOLUT® TABASCO™ is available in Hong Kong at Wellcome, ParknShop, HK Liquor Store, Foodpanda, and Rich Jupiter, with a recommended retail price of HKD229.

High-res assets are available HERE.

For more information or interview requests, please contact:
theabsolutgroup@mcsaatchi.com

Notes to editors:

About the bottle
Absolut lends its unmistakable silhouette as the canvas, elevated by a crisp white logotype that anchors the design in its pure Scandinavian roots. At the same time, TABASCO^® brings its distinctive diamond symbol to the bottle. At the heart of the bottle, the signature Absolut brushstroke was re-imagined through TABASCO^® Brand's screen-printed diamond logo, magnified through the glass to create a vivid interplay between both design worlds. The result is a striking visual fusion: the white Absolut logotype and the TABASCO^® diamond standing proud, framed by its classic red, green colours and crystal clarity. The design aims to keep every key element of both brands intact and push their expressions into new territory – a meeting of heritage and creativity to form the perfect spicy edition bottle.

Simple Serves

Spicy Bloody Mary

ABSOLUT^®TABASCO^™: 45 ml
Tomato juice: 150 ml
Lemon juice: 15 ml
Worcestershire Sauce: 10 ml
Ground black pepper: 1 pinch
Salt: 1 pinch
Lemon: 1 wedge
Parsley/celery: 1 bunch 
Chillies: Garnish
Cajun spice rim

Rim a highball glass with Cajun spice – because flavour starts at the edge. In a shaker, mix ABSOLUT®TABASCO™, tomato juice, Worcestershire Sauce, lemon juice and a pinch of salt and pepper. Add ice, roll it smooth and strain into your spiced glass over fresh ice cubes. Garnish with lemon, red chillies and a bright parsley sprig.

Spicy Lemonade

ABSOLUT^®TABASCO^™: 50ml
Lemonade: 200ml
Lemon: 1 wheel
Chilli slice: Garnish
Cajun (optional)
Spice Rim

Rim a highball glass with Cajun seasoning and fill with ice. Add ABSOLUT^®TABASCO^™, top it up with your favourite fresh lemonade and garnish with a lemon wheel.

About Pernod Ricard
Pernod Ricard is a worldwide leader in the spirits and champagne industry, blending traditional craftsmanship, state-of-the-art brand development, and global distribution technologies. Our prestigious portfolio of premium to luxury brands includes Absolut Vodka, Ricard pastis, Ballantine's, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur and Mumm and Perrier-Jouët champagnes. Our mission is to ensure the long-term growth of our brands with full respect for people and the environment, while empowering our employees around the world to be ambassadors of our purposeful, inclusive and responsible culture of authentic conviviality. Pernod Ricard's consolidated sales amounted to €10,959 million in fiscal year FY25. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code: FR0000120693) and is part of the CAC 40 and Euro Stoxx 50 indices. 

About McIlhenny Company and TABASCO® Brand
From our home on Avery Island, Louisiana, McIlhenny Company produces TABASCO® Brand products, including the legendary TABASCO® Original Red Sauce. A household and restaurant staple around the world, TABASCO® Sauce is sold in more than 195 countries and territories and labelled in more than 36 languages and dialects. With more than 155 years of pepper expertise, our family-owned and operated company is constantly experimenting with new flavours and products to carry on our legacy of exciting the world's most popular food and drinks. Our core range of pepper sauces includes TABASCO® Original Red Sauce, TABASCO® Jalapeño Sauce, TABASCO® Chipotle Sauce, TABASCO® Sweet Chili Sauce, TABASCO® Sriracha, TABASCO® Habanero Sauce, TABASCO® Scorpion Sauce, TABASCO® Buffalo Style Sauce, and our new TABASCO® Salsa Picante.

Enjoy Responsibly

[1] IWSR 2024

[2] Datassentials February 2025

^[1] IWSR 2024

^[2] Datassentials February 2025

 

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COMING IN HOT. ABSOLUT AND TABASCO® LAUNCH NEW SPICY VODKA

WAIC 2026 unites industry leaders to advance dialogue and collaboration

BEIJING, July 8, 2026 /PRNewswire/ -- A news report from China Daily:

The 2026 World Artificial Intelligence Conference and High-Level Meeting on Global AI Governance, set to take place in Shanghai from July 17 to 20, will provide a global stage for fostering collaboration, governance and innovation in the field of AI.

Under the theme "AI Partnership for a Brighter Future", the event aims to highlight AI's transformative potential as a collaborative force while addressing shared challenges and opportunities through international cooperation, cutting-edge research and public engagement.

The conference is jointly organized by national entities such as the Ministry of Foreign Affairs, the National Development and Reform Commission, the Ministry of Industry and Information Technology, the Ministry of Education and the Ministry of Science and Technology, alongside the Shanghai government. With a focus on the transformation of AI from a technical tool to a collaborative partner, the event aims to boost global governance and shared growth of cities and industries.

"China looks forward to taking the conference as an opportunity to further strengthen international cooperation on AI with all parties," said Zhou Haibing, deputy head of the National Development and Reform Commission, at a recent news conference.

Zhou emphasized that AI governance is a global issue vital to the future of humanity, adding that China remains steadfast in its commitment to multilateralism, openness and inclusivity.

By promoting international cooperation and offering Chinese solutions to global AI-related challenges, the country aims to balance growth and security, ensuring that AI development serves the greater good, the senior official noted.

Unprecedented scale

This year's WAIC is set to achieve new milestones in scale and influence, bringing together over 1,400 prominent guests, including leading industry figures, top executives and venture capitalists. Twelve national ministries and commissions, eight key national laboratories, more than 10 international organizations, over 10 prestigious research institutes and 20-plus world-class universities will all take part. This edition marks a record-breaking gathering of professional expertise and industry influence in the event's history.

Complementing the extensive conference agenda is an exhibition that spans 100,000 square meters across three key locations in Shanghai. The Shanghai World Expo Exhibition and Convention Center will act as a comprehensive display hub for AI applications, enabling companies to showcase a wide range of solutions across multiple industries. Meanwhile, the West Bund area will offer a futuristic technology exploration area, and the Zhangjiang area will emphasize smart infrastructure as a driving force for innovation.

This exhibition will boast participation by more than 1,100 companies from across the globe, collectively presenting over 3,000 advanced exhibits. Among these, more than 300 new AI solutions are set to make their global debut.

Furthermore, key categories — such as intelligent computing and embodied AI — will feature contributions from upwards of 200 companies each, showcasing the scope and depth of entrepreneurship in the field.

This year, 180 one-person companies, or OPCs, and startups representing the most dynamic and fast-growing areas of AI innovation will showcase their outcomes. Selected from a pool of 1,200 applicants, these companies are largely focused on industry applications, embodied and terminal AI solutions, infrastructure, and cutting-edge technologies. The first two sectors have emerged as particularly competitive arenas.

Creative format

A groundbreaking component of this year's conference is the debut of WAIC Academic, a high-level international academic forum that represents a significant milestone for AI scholarship. As one of the most closely watched initiatives of the event, WAIC Academic will feature a world-class lineup spearheaded by Turing Award recipients and renowned academicians from China and beyond. 

To date, the forum has received 332 paper submissions, of which 284 have been accepted. The contributions come from more than 10 countries, including the United States, the United Kingdom, Japan, Singapore, France and Spain.

Participating institutions include renowned international universities such as Princeton, Cambridge, Imperial College London and Nanyang Technological University, along with top Chinese universities such as Tsinghua University, Peking University, Shanghai Jiao Tong University and Fudan University.

To invigorate innovation and cultivate young talent, the conference has revamped its awards system, which includes the SAIL (Super AI Leader) Award, the Young Outstanding Paper Award and the Yunfan Award.

New initiatives include an OPC challenge and a youth-focused competition designed to encourage individual innovation, as well as a host of AI-themed events tailored for younger participants. These efforts are aimed at nurturing the next generation of leaders, bridging the gap between theory and practice, and empowering promising talents to shape the future of AI innovation.

In addition to its industry-led events, WAIC 2026 will engage directly with the public through its innovative WAIC City Walk program. This initiative invites Shanghai's residents and visitors to explore AI applications in their daily lives via six curated thematic routes.

These routes connect more than 30 unique AI-focused landmarks, including shopping malls, museums, experience centers and neighborhoods, spread across 16 districts in Shanghai. By transforming the entire city into an interactive exhibition space, the program allows people to experience the tangible benefits of AI and its role in facilitating Shanghai's ongoing digital transformation.

From global AI governance discussions to localized industry applications, and from large-scale exhibitions to inclusive community activities, WAIC 2026 promises to present AI development in its most dynamic and multifaceted forms. By integrating themes of global governance, academic excellence, industrial collaboration and public engagement, the conference sets a bold vision for the next phase of AI development.

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Shanghai to host pioneering international AI conference