Heinz And Absolut Debut Tomato Vodka Pasta Sauce Inspired by Gigi Hadid

Photo: Absolut


What happens when you mix vodka and tomatoes? Heaven. Heinz and Absolut know all about that, collaborating on a new tomato vodka pasta sauce for those at-home pasta alla vodka cravings.

Back in 2020, international supermodel Gigi Hadid posted her spicy pasta recipe to TikTok and Instagram, which quickly went viral and inspired those around the world to indulge in her crafty creation.

“With any partnership, we start with the consumer first — what’s in it for them, and why would they care," commented Brand Creative Director of Absolut, 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.”


While celebrity endorsements are nothing new — think WWE legends on Cinnamon Toast Crunch boxes and pop stars on Miller Lite cans — we are seeing more and more inspirations coming from social media platforms like TikTok and Instagram.

The newest Heinz product can be ordered online before its April 12 debut. Gives us plenty of time to find the perfect noodle to pair it with.