"Vodka has long been associated with late nights and crowded clubs, but Absolut is betting its next growth moment will happen earlier in the day. The spirits giant recently partnered with Tabasco to launch a spicy vodka designed with brunch cocktails in mind - a move that reflects a broader shift in how and when Americans are drinking. Absolut's Tabasco-infused vodka leans hard into meeting that moment for early drinkers."
"The brand has positioned the product around Bloody Marys and other brunch-friendly cocktails, timing its rollout to coincide with Bloody Mary Day, National Hot Sauce Day, and the lead-up to the Super Bowl - all daytime drinking occasions. Absolut even marked the launch with a brunch event in New York City, a deliberate nod to the mid-morning communal dining trend that many brands see as resurgent."
Absolut partnered with Tabasco to launch a Tabasco-infused spicy vodka aimed at brunch cocktails and daytime occasions. The product is positioned for Bloody Marys and other brunch-friendly drinks, with rollout timed to Bloody Mary Day, National Hot Sauce Day, and the Super Bowl lead-up, and launched with a New York City brunch event. Overall alcohol consumption has declined, especially among younger generations, but an IPSOS poll found a rise in "daycap" drinking. Brands and Bacardi link the trend to "snackable sips" and "mini martinis," influenced by European habits, as younger drinkers shift from late-night to more intentional daytime consumption.
Read at Business Insider
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