On National Vodka Day (October 4), an unexpected but perfect pairing took center stage: Smirnoff Spicy Tamarind and Glamsquad, the on-demand beauty service. Together, they unveiled a creative collaboration that’s more than just an ode to flavor and style—it’s a celebration of heritage, self-expression, and the undeniable power of culture. Inspired by the bold flavors of tamarind, Smirnoff’s spicy-sweet vodka flavor serves as the muse for three signature makeup looks, each blending tradition with fierce modern aesthetics.
What sets this collaboration apart is its deeper significance. At the intersection of flavor and beauty, this partnership is not just about a product or a service—it’s about celebrating cultural roots. From tamarind’s tangy taste, beloved across Latin America, to the daring beauty looks crafted to reflect this vibrancy, the collaboration marks a heartfelt homage to Hispanic culture and its wide-reaching influence.
"Bold flavors and striking looks are a natural pair," said Jennifer Holiday Hudson, Smirnoff's North America Brand Leader. " Smirnoff Spicy Tamarind is all about the harmony of sweet and spicy, and our collaboration with Glamsquad brings that same energy to makeup. Together, we're celebrating the Hispanic community, showing that with Smirnoff Spicy Tamarind, no flavor—or look—is off-limits."
A Celebration of Tradition and Modernity
This campaign arrives at a pivotal moment when Hispanic culture is shaping not just what we consume, but how we express ourselves. From food and drink to fashion and beauty, the creativity flowing from these traditions is dynamic and forward-looking. Smirnoff Spicy Tamarind, with its tantalizing mix of tangy sweetness and fiery kick, embodies that spirit—one where past meets present, and where tradition can be as daring as it is timeless.
As part of this collaboration, Glamsquad brings the essence of tamarind to life with three custom makeup looks: the Dulce Diva, Fiery Fatale, and Tart Tease. Each look invites individuals to explore their unique blend of sweet and spicy, bold and subtle, and, most importantly, personal and cultural identity.
Through November 2, customers can book these cocktail-inspired makeup add-ons as part of their Glamsquad experience. But the collaboration doesn’t just offer a new way to experience beauty—it challenges traditional boundaries and celebrates the freedom to experiment with one’s look. As reality TV star Scheana Shay noted after getting her "Dulce Diva" glam on National Vodka Day, “I felt inspired by the sweet notes of my favorite Smirnoff Spicy Tamarind cocktails. The best part is that Smirnoff Spicy Tamarind is serving up looks all month long, so I can’t wait to see what other bold glam moments I can pair with my favorite cocktails.”
Honoring Culture Through Expression
Perhaps the most captivating aspect of this collaboration is how it honors tradition while allowing space for reinvention. With the arrival of Día de los Muertos just around the corner, the timing feels especially poignant. For Hispanic communities, Día de los Muertos isn’t just a holiday—it’s a powerful reminder that memory, culture, and identity are living, breathing forces. It’s a celebration of ancestors, of community, and of the vibrant colors and customs that define a rich, collective history.
At Muertos Fest in San Antonio, festival-goers will be able to experience this fusion firsthand through Smirnoff’s Sweet & Spicy Glam Bar. Makeup looks inspired by the iconic La Calavera Catrina will bridge the gap between tradition and modern glamour, offering attendees the opportunity to honor their heritage while expressing their individuality. It’s this delicate balance of reverence and boldness that makes the collaboration feel deeply authentic, and perfectly in tune with the spirit of Día de los Muertos.
Beyond the festival, Smirnoff’s campaign will continue to celebrate Hispanic culture in a broader sense, with upcoming TV spots filmed in Mexico that capture the vibrancy of both sweet and spicy flavors. Digital content featuring Hispanic creators will amplify these stories, ensuring that this campaign is not just about marketing—it’s about amplifying voices and experiences that reflect the beauty of cultural diversity.
As Smirnoff Spicy Tamarind blazes its trail through the world of spirits, it does so by embracing both tradition and innovation. With each sip, it offers more than just a flavor—it offers a journey. Whether shared with friends or enjoyed in quiet reflection, the blend of tamarind’s sweet and spicy notes invites a moment of adventure and discovery.
And that’s what this collaboration with Glamsquad ultimately captures: the thrill of the unexpected, the joy of creativity, and the celebration of what it means to be part of a culture that’s as rich and layered as tamarind itself. With this campaign, Smirnoff invites consumers not just to enjoy the flavors on their palate, but to explore the depth of their own identity through beauty, culture, and celebration. So, whether you’re raising a glass of Piña Picante or stepping out with a Fiery Fatale look, Smirnoff Spicy Tamarind offers a world of possibility.