ABSOLUT TABASCO Invites You to Check In to Château Turkey and the Wolf at Tales of the Cocktail

The Iconic Vodka Brand's Hot New Release Inspires a Three-Day Celebration of New Orleans Hospitality, Modern Americana, World-Class Cocktails, and Community Impact

NEW ORLEANS, LA (July 8, 2026) — This Tales of the Cocktail, ABSOLUT® TABASCO™ is bringing Château Turkey and the Wolf to New Orleans: a three-day immersive hospitality experience featuring world-class cocktails, acclaimed culinary talent, bespoke fashion, and community impact at one of America's most beloved restaurants, inspired by the spirit of modern Americana.

Taking over Turkey and the Wolf from July 20-22, Château Turkey and the Wolf will transform the sandwich shop into a playful roadside oasis where cocktails, food, fashion, and community come together. Inspired by vintage motel culture, summer road trips, luxury comfort food, and the irreverent energy that has made Turkey and the Wolf a culinary icon, the experience invites guests to kick back, settle in, and experience New Orleans through a spicy lens.

Château Turkey and the Wolf arrives hot on the heels of the record-breaking ABSOLUT® TABASCO™ global debut, which introduced the expression to more than 50 markets and quickly established it as one of modern drinks’ most significant innovations. Now, during the industry's largest annual gathering, the brand is bringing its bold flavor profile to life through a uniquely New Orleans experience that celebrates the city's unmatched hospitality.

"New Orleans is a city that doesn't separate food from drinks, creativity from hospitality, or locals from visitors,” says ABSOLUT® Global Advocacy Lead, Claes Ljungberg. “And that's exactly what makes it such a special place to gather. When we started thinking about how ABSOLUT® TABASCO™ could show up at Tales this year, we knew we wanted to create something people would talk about long after they left. Rather than building a traditional brand activation, we partnered with Turkey and the Wolf to create an entire world around the spirit—one inspired by road trips, local culture, great hospitality, and the unexpected moments that happen when incredible food and drinks bring people together."

At the heart of the experience is a cocktail menu highlighting the versatility of ABSOLUT® TABASCO™, interpreted by some of the world's most exciting bartenders. Alongside a selection of signature serves—including House Bloody Marys, Spicy Lemonades, and Frozen Vodkaritas—each bartender will present three original cocktails built around the new spirit. Highlights include the Melon Musik from Iain Griffiths of New York's Bar Snack, a bright, basil-forward highball layered with melon aperitif, citrus, basil eau de vie, and a touch of absinthe. From Stockholm, Hedda Bruce of acclaimed cocktail bar Tjoget brings a tropical perspective with serves such as the Banana Colada, combining ABSOLUT® TABASCO™ with banana liqueur, coconut, and lime. Meanwhile, Mary Allison Wright and McLain Hedges of Yacht Club in Denver channel the nostalgic spirit of New Orleans through cocktails including Jitterbug Perfume, a nuanced blend of ABSOLUT® TABASCO™, Macvin du Jura, elderflower, and peach kombucha. Together, the drinks showcase the spirit's range, demonstrating how spice and heat can elevate everything from crisp highballs and tropical cocktails to more complex, spirit-forward serves.

The cocktail program will be complemented by an all-star culinary lineup led by Turkey and the Wolf founder and James Beard Award-nominated chef Mason Hereford, whose playful, flavor-packed approach to American comfort food has made the restaurant one of the most celebrated in the country. Guests can expect favorites from the Turkey and the Wolf canon, such as the legendary Collard Green Melt, award-winning fried bologna sandwich, and other cult classics, alongside special appearances from some of the most sought-after chefs in America. Mason will be joined by an exceptional group of culinary talents, including Top Chef winner Mei Lin, Kasama's Tim Flores and Genie Kwon, Top Chef alum Nini Nguyen, and Dame chef Ed Szymanski, who will offer a preview of dishes from his forthcoming New York restaurant, Chippy's. Together, they will create a series of one-off menus that capture the boundary-pushing spirit of Château Turkey and the Wolf.

The experience will extend beyond food and drink through a limited-edition capsule collection of bespoke merchandise created by Stockholm designer Elias Mravec Gillberg. Drawing inspiration from the visual language of Château Turkey and the Wolf, the collection will bring the concept to life through apparel and accessories that celebrate creative self-expression and community. All proceeds will be donated to Southern Solidarity, a local charity supporting unhoused communities in New Orleans.

"Turkey and the Wolf has always been about creating the kind of place where people want to hang out, eat something delicious, and have a good time,” says Turkey and the Wolf founder, Mason Hereford. “Château Turkey and the Wolf takes that idea and turns it up a few notches. We get to welcome some of the most talented people in food and drinks into our world, celebrate the city we love, and create something that's a little out there, a little over-the-top, and hopefully a lot of fun."

As cocktail culture continues to evolve, Château Turkey and the Wolf offers a glimpse into a future where flavor, fashion, design, food, and community intersect. Bringing together some of the world's most exciting bartenders, chefs, artists, and hospitality talent under one roof, the three-day experience embodies the collaborative spirit that has long defined New Orleans and Tales of the Cocktail, creating a space that is equal parts cultural playground, neighborhood hangout, and industry gathering place.

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ABOUT ABSOLUT®

Absolut Vodka is the world’s leading premium vodka 1 – a community-made spirit that embraces a ‘seed to bottle’ production philosophy. It is distilled in and around the small town of Åhus, southern Sweden, using two main natural ingredients – pure water from a local deep well and winter wheat from nearby farms – using a similar continuous distillation process introduced by its founder, L.O. Smith, in the 1870s. This philosophy and process ensure premium quality in every drop and underpin a long-standing commitment to sustainability. While Sweden remains its home, Absolut Vodka is available in over 140 markets with more than 12 million 9-litre cases sold worldwide. Part of the Pernod Ricard Group since 2008, Absolut Vodka has inspired bartenders to create some of today's most popular cocktails, from the Cosmopolitan to the Vodka Martini. As a brand, it champions creativity to open minds and spark change. Its distinctive apothecary-shaped bottle serves as a canvas for creative expression and has been reimagined by renowned international artists and fashion designers. In recent years, Absolut Vodka has introduced ready-to-drink cocktails in collaboration with household names, offering consumers new ways to enjoy Absolut Vodka. 1 IWSR 2024

ABOUT ABSOLUT® TABASCO™

Absolut Tabasco is a distinctive flavoured vodka, created by fusing Absolut Original Vodka with a natural essence made from the fermented, aged red pepper mash used to make TABASCO® Hot Sauce. The result is a smooth vodka with a signature heat and aroma, designed for adventurous flavour lovers and perfect for bold cocktails like the Spicy Lemonade or a Spicy Bloody Mary with a bite. Absolut Vodka is distilled exclusively in Åhus, Sweden, using pristine water, winter wheat from local farms, and a proprietary strain of yeast, following the continuous distillation process established by founder L.O. Smith in the 1870s. Absolut Tabasco reflects the brand’s ‘seed to bottle’ philosophy, ensuring quality and consistency in every drop. This collaboration brings together two global icons of flavour, each with a rich heritage and commitment to authenticity and craft. Absolut Tabasco is available in over 40 markets worldwide and has been recognised at leading international spirits competitions for its quality and innovation.

ABOUT TURKEY AND THE WOLF

Turkey and the Wolf is the wildly original New Orleans sandwich shop from James Beard Award-nominated chef Mason Hereford. Since opening in 2016, the counter-service restaurant has become one of America's most celebrated dining destinations, earning Bon Appétit's Best New Restaurant in America title in 2017 and recognition from Food & Wine and Esquire as one of the most important restaurants of the decade. Known for its irreverent approach to comfort food, nostalgic flavours, and inventive sandwiches, Turkey and the Wolf has built a devoted following for dishes that balance humour, creativity, and serious culinary technique. In 2025, the restaurant was awarded a Michelin Bib Gourmand, cementing its reputation as one of the country's must-visit casual dining experiences. Today, the Turkey and the Wolf family continues to grow with locations and concepts spanning New Orleans, Nashville, and Las Vegas.