McIlhenny Company – maker of Tabasco pepper sauces – has partnered with IMG, a global sports, fashion, and media business, to expand the brand into new product and service categories, as well as boost its consumer reach.
Under the multi-year agreement, IMG will develop a wider range of Tabasco offerings to reflect the brand’s position in the global market. The company will also leverage Tabasco’s global footprint across food and lifestyle categories to encourage more consumers to connect with the brand.
“Food and flavour can invoke strong human emotions and make powerful connections, as seen by the universal appeal and strong loyalty of the Tabasco Brand,” said Ricky Yoselevitz, SVP of licensing for IMG.
“We are excited to help people embrace the Tabasco brand lifestyle by weaving these well-loved flavours and iconography into authentic new products and experiences.”
Established in 1868, Tabasco is a globally recognised food brand sold in more than 195 countries and territories. It is known for its classic bottle with a diamond logo and signature red colour and has been a household name for generations.
“IMG will bring its signature mix of global strategy and local expertise to leverage the power of the Tabasco brand into untapped product and service categories to help create new and meaningful connection points with our fans,” added Lee Susen, chief sales and marketing officer for McIlhenny Company.
“We believe IMG will help us unlock new ways to engage with Tabasco sauce lovers worldwide, and we are very excited to welcome them to Team Tabasco.”