By Allison Watkinson
Absolut Vodka has secured a licensing partnership with Heinz to release a limited-edition Pasta alla Vodka tomato sauce.
“It’s only natural that we’d partner with Heinz on this ultimate collaboration between two iconic brands, with two iconic bottles,” said Pernod Ricard UK’s Leanne Banks. “As the UK’s no.1 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.”
The licensing collaboration takes inspiration from a spicy vodka-based pasta recipe from the American model Gigi Hadid that gained popularity on social media platforms in 2020.
“With any partnership, we start with the consumer first – what’s in it for them, and why would they care?,” said The Absolut Company’s Tad Greenough. “We knew there was incredible demand for Penne alla Vodka – partly fueled by the social media hype when a celebrity shared the recipe online. We then thought we could bring the best of two worlds together – the best tomatoes and the best vodka. Now that would be something. Pronto, Heinz x Absolut Tomato Vodka Pasta Sauce.”
Th launch of the co-branded product will be supported by a marketing campaign with in-store shippers, paid social media influencers, OOH advertisements, and more.
The Heinz x Absolut Tomato Vodka Pasta Sauce features a mixture of Heinz tomato sauce, basil, cheese, and Absolut vodka.
“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,” said Heinz director, Caio Fontenele. “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!”
The limited-edition Heinz x Absolut Tomato Vodka Pasta sauce jars will be available for purchase at Waitrose supermarkets beginning on April 12, 2023. In addition, the product can be pre-ordered for delivery from the UK-based Heinz To Home e-commerce website ahead of its retail launch.
By Allison Watkinson