Absolut and Heinz create vodka pasta sauce
Vodka brand Absolut has teamed up with Heinz to create a tomato-vodka pasta sauce.
Absolut, owned by Pernod Ricard, and Heinz were inspired by a spicy vodka pasta recipe that went viral on TikTok and Instagram in 2020.
The brand said the vodka intensifies the ‘rich and creamy tomato, basil and cheese’ sauce. When cooked, the vodka is reduced, which boosts the flavour compounds in the tomatoes.
Leanne Banks, marketing director at Pernod Ricard UK, said: “It’s only natural that we’d partner with Heinz on this ultimate collaboration between two iconic brands, with two iconic bottles.
“As the UK’s number one premium vodka, Absolut was born to mix, whether that’s in delicious drinks or fun food combinations and Heinz x Absolut Tomato Vodka Pasta Sauce is a match made in heaven.
“Now fans of our brand can enjoy Absolut in an entirely new and innovative way, pasta alla vodka style.”
A limited number of Heinz x Absolut Vodka Pasta Sauce jars will be available to purchase in the UK from mid-April, priced at £2.50 (US$3) per 350g jar.
Caio Fontenele, Heinz new ventures director, said: “While it may have taken over 150 years of tomato expertise to launch our first Heinz pasta sauce, we’re determined to continue innovating and delighting consumers with delicious flavours, at the speed of social media trends.
“We are thrilled with the partnership between these two centenary brands, bringing the first tomato vodka pasta sauce to major UK supermarkets.
“The iconic combination of Heinz’s high-quality tomato sauces and Absolut’s premium vodka is set to offer fans the ultimate pasta alla vodka experience. And the result is absolutely delicious.”
Earlier this month, Absolut unveiled a new vodka series designed to be consumed as a shot.