Absolut Tabasco: Absolut and Tabasco launch fiery vodka collaboration

Absolut Vodka and Tabasco have joined forces to launch Absolut Tabasco, supported by a striking new campaign from Wieden+Kennedy London that reimagines Icelandic volcanoes as eruptions of fiery Bloody Marys.

Shot in the volcanic landscapes south of Reykjavík, the campaign replaces molten lava with bright red cocktails, turning heat into a visual metaphor for spice. The surreal imagery captures the intensity of the collaboration without leaning on traditional product messaging, no tasting notes, no feature lists, just an instantly recognizable feeling.

The work marks Wieden+Kennedy London’s first global campaign for Absolut and deliberately nods to the brand’s iconic past.

Set to Walk on the Wild Side, the film reconnects Absolut to its long-standing ties with art, culture, and provocation, proving that innovation doesn’t have to abandon memory.

By leaning into imagery over explanation, the campaign positions Absolut Tabasco as more than a novelty. It presents the vodka as a creative tool for bartenders and cocktail lovers, blending Absolut’s bold visual identity with Tabasco’s signature heat, without softening either brand.