# Vodka-Infused Pasta Sauces Heinz and Absolut Came Together to Create Pasta alla Vodka By Laura McQuarrie | Published 2023-03-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pasta-alla-vodka References: [famouscampaigns](https://www.famouscampaigns.com/2023/03/heinz-and-absolut-team-up-to-create-pasta-alla-vodka/?utm_source=rss&utm_medium=rss&utm_campaign=heinz-and-absolut-team-up-to-create-pasta-alla-vodka) & [heinztohome](http://www.heinztohome.co.uk)  It has taken more than 150 years but [Heinz](https://www.trendhunter.com/trends/heinz) is now introducing its first-ever pasta sauce thanks to a collaboration with [Absolut for Pasta alla Vodka](https://www.trendhunter.com/trends/absolut-x-tabasco). This [vodka pasta sauce in a jar](https://www.trendhunter.com/trends/raos-homemade-1) taps into a viral recipe from Gigi Hadid for spicy vodka pasta and the popularity of the dish, plus the ease with which this sauce can be used, promises to make it a winner. Heinz's first tomato vodka pasta sauce is coming to major UK supermarkets and it's a limited-edition release that shares the rich and creamy flavors of tomato, basil and cheese. Although penne is the most popular choice of pasta for making this dish at home, the Heinz x Absolut Tomato Vodka Pasta Sauce is ready to be used on a variety of pasta types. In this sauce, Absolut's premium vodka reduces to less than 1% during the cooking process but boosts the best qualities of the other ingredients. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 92% | Activity: 92% | Freshness: 15% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Vodka-infused Sauces:** There is an opportunity to create a line of vodka-infused sauces for other popular pasta dishes. - **Collaborative Product Development:** Collaborative product development between food and alcohol brands is an opportunity to create new flavors and products. - **Celebrity-inspired Products:** Creating products inspired by celebrities popularizing viral recipes is a trend that food companies can tap into. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can innovate by creating trendy new sauce flavors. - **Alcohol:** The alcohol industry can partner with food companies to create unique flavor combinations. - **Celebrity Endorsement:** The celebrity endorsement industry can work with food companies to create products inspired by popular viral recipes. ## Related on Trend Hunter - [Iconic Pasta Sauce Expansions](https://www.trendhunter.com/trends/heinz.md) - [Ketchup-Based Pasta Sauces](https://www.trendhunter.com/trends/ketchup-on-pasta.md) - [Social Media-Inspired Pasta Sauces](https://www.trendhunter.com/trends/heinz-pasta-sauces.md) - [Limited-Edition Pasta Sauces](https://www.trendhunter.com/trends/creamy-vodka-sauce.md) - [Movie-Themed Pasta Sauces](https://www.trendhunter.com/trends/heinz-2.md) - [Canned Carbonara Pastas](https://www.trendhunter.com/trends/heinz-spaghetti-carbonara.md) - [Collaborative Spiced Vodka](https://www.trendhunter.com/trends/absolut-x-tabasco.md) - [All-Natural Pizza Vodkas](https://www.trendhunter.com/trends/pizza-vodka.md) - [Spicy Pink Pasta Sauces](https://www.trendhunter.com/trends/carmine.md)