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Tabasco Just Released a Premium Version of Its Sauce (At an Astoundingly Premium Price)

Yes, of course it comes in a champagne bottle.

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BY Chris Matyszczyk - 16 May 2018

PHOTO CREDIT: Getty Images

Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.


Are you the sort who always buys a Lexus, insisting that, say, a Toyota is for, well, other people?

Do you always order the most expensive wine on the menu and never, ever fly Economy?

Then this may be for you.

For here is the Diamond Reserve Tabasco hot sauce.

This is, allegedly, "made from a selection of the finest tabasco peppers on Avery Island, chosen for their superior color, texture and robustness."

Some of the peppers have, say the manufacturers, been aged for up to 15 years.

Do peppers get better as they get older? Not in my house. Perhaps in yours it's different.

It's also apparently different at Tabasco HQ.

Why, this delicacy even has a sparkling wine vinegar in it for that extra level of reverence.

The owners, McIlhenny Co., have released this delicate vintage to celebrate the 150th anniversary of the company's founding.

And in order for you to participate in this celebration, you must part with $35.

That's a little more than the, oh, $2 that or so that a normal 2oz. bottle of Tabasco costs.

Oh, but here's the real difference -- the Tabasco Diamond Reserve Red Sauce comes in a champagne bottle.

Popping bottles in tha club!! How cool is this, a #tabasco150 special bottle with 15 year aged pepper mash and sparkling wine vinegar. I say, happy birthday @tabasco, despite your age you are still hot!

A post shared by Jord Althuizen (@jordalthuizen) on May 15, 2018 at 6:50am PDT

Because nothing says lots of money like a champagne bottle. Even a small one.

I searched for the Diamond Reserve on Tabasco's own website and couldn't find it.

Has it already become, like the finest reserve wines, a collector's item?

I fear it may have.

For here is an eBay listing offering one bottle for $449. The seller promises it has never been touched and the listing generously offers free shipping.

Of course, you'll be wondering what it tastes like. Well, the connoisseurs at Grub Street seemed to have mixed emotions.

One thought it a bit of a domineering show-off. Another insisted it was a very poor complement to fried chicken.

It is, though, apparently very good with red rice and beans.

I'm not sure it would be a fine addition to my life, but perhaps you see a role for it in, say, showing off to your friends.

Marketing is a wonderful thing.

It can make you believe something whose ingredients are quite ordinary -- and even relatively inexpensive -- is worth paying a lot of money for.

No, I'm not specifically talking about the iPhone.

Ultimately, though, the perceived value is in the mouth of the beholder.

Will you be enraptured the minute you taste the Diamond Reserve Red Sauce?

But you have to try it, right?

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