Heinz, Absolut Team-Up for Epic Brand Partnership

Heinz, Absolut Team-Up for Epic Brand Partnership

News by Anja PaspaljAnja Paspalj
Published: March 24, 2023

Heinz and Absolut Vodka have joined forces to create a pasta sauce like no other – the Heinz x Absolut Tomato Vodka Pasta Sauce.  

The two cult brands have caught onto an unexpected moment of social media fame following Gigi Hadid’s viral spicy pasta alla vodka recipe on TikTok. Not to mention, pasta alla vodka has been a staple in Italian kitchens for over 100 years. 

Combining basil, tomato and cheese, the sauce includes pure vodka that evaporates once exposed to heat, invigorating every bite of pasta with a distinct vodka after-taste. The sauce, which features both brands’ iconic logos on the jar, is set to launch in April this year.  

“It’s only natural that we’d partner with Heinz on this ultimate collaboration between two iconic brands, with two iconic bottles. Now fans of our brand can enjoy Absolut in an entirely new and innovative way, pasta alla vodka style,” announced marketing director at Pernod Ricard UK, Leanne Banks. 

Both brands are stepping out of their comfort zones in this partnership, presenting their classic product to consumers in an innovative way.  

Heinz's first range of ready-to-use pasta sauces was released just last year, popularizing the brand not just for its ketchup but for producing its tomato seeds in Italy, now used as a base for the sauces. 

“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 Caio Fontenele, Heinz’s new venture director.  

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