TABASCO® Brand First-Time Sponsor of "FUJI ROCK FESTIVAL ‘26"! "TABASCO® BRAND SPICE CHARGE STATION" to be Deployed at Venue for "Spice Replenishment"

McIlhenny Company (Louisiana, USA), maker of "TABASCO® Sauce" which delivers "excitement" and "thrills" to various daily lives in over 195 countries and regions worldwide, will be an official sponsor for the first time at "FUJI ROCK FESTIVAL ’26," Japan's largest outdoor rock festival, to be held from July 24 (Fri) to 26 (Sun), 2026, at Naeba Ski Resort in Yuzawa Town, Niigata Prefecture.

As an initiative embodying the brand message "Spice up your life," we focus on "music." With the concept of "Spice up your music," we will deploy "TABASCO® BRAND SPICE CHARGE STATION," a "spice replenishment station" to provide excitement for fully enjoying the midsummer outdoor festival, at over 20 spots within the venue. We will further heat up and color the experience of enjoying music and festival food in the great outdoors with the unique spice of the TABASCO® brand.

*Image is for illustrative purposes.

The TABASCO® brand is a hot sauce brand loved on dining tables worldwide for nearly 160 years. It not only adds accent to dishes but also enriches the time people spend together through food, under the banner of "Spice up your life." Just as music connects people, the TABASCO® brand aims to make the time people gather more enjoyable and exciting through food. This year, we participate in FUJI ROCK FESTIVAL for the first time as a place to give form to that desire. Under the theme of "TABASCO® BRAND SPICE CHARGE STATION," we will deliver spice throughout the venue.

During the festival, "spice replenishment stations" will be deployed throughout the venue. At "YELLOW CLIFF," the area in front of the entrance, we will open a brand station. In addition to the seven types of TABASCO® sauces currently sold in Japan, we will offer a tasting experience where you can freely enjoy the rare "TABASCO® Sauce Family Reserve," which is not normally available for general sale. You can specially try the deep richness and mellow flavor created by carefully selected peppers aged for eight years, far exceeding the three-year aging of the original red sauce, and white wine vinegar. Furthermore, we will offer interactive content where you can experience the brand's world, such as games to win mini bottles of TABASCO® sauce and brand merchandise usable at the festival venue (*prizes are limited in quantity and will end once supplies are exhausted). We will deliver "spice charging" that energizes your body through food and lifts your spirits through fun. Additionally, in cooperation with 20 food and beverage vendors within the venue, we will deploy satellite stations. At all stations, you can freely enjoy TABASCO® sauce with food and drinks. Furthermore, some of these stores will also sell special menu items developed for this collaboration using TABASCO® sauce.

Through the unique experience of FUJI ROCK FESTIVAL where music and food intersect, the TABASCO® brand will deliver the brand experience of "Spice up your music" throughout the venue, from the final dash of hot sauce on festival food to moments spent with friends.

"TABASCO® BRAND SPICE CHARGE STATION" Overview

"TABASCO® BRAND SPICE CHARGE STATION" is a brand experience that allows visitors to experience "spice charging" through food and music, marking TABASCO® brand's first participation in "FUJI ROCK FESTIVAL ‘26." As an initiative to express the brand message "Spice up your life" in the unique environment of FUJI ROCK FESTIVAL, it is planned with the concept of "Spice up your music."

*Image is for illustrative purposes.

As a "spice replenishment station" for fully enjoying the midsummer outdoor festival, we will deploy over 20 TABASCO® sauce spice charge stations within the venue where you can freely enjoy TABASCO® sauce. Through the "excitement" created by the TABASCO® brand, such as a dash to customize your festival food to your liking, encountering new flavors, and meals and conversations shared with friends, we will further heat up and enrich the festival experience of FUJI ROCK FESTIVAL, where music, nature, and food come together.

Dates: July 24 (Fri) - 26 (Sun), 2026, 10:00 - 17:00

Location: FUJI ROCK FESTIVAL ‘26 Venue (Naeba Ski Resort, Yuzawa Town, Niigata Prefecture)

・ Brand Station (Booth within YELLOW CLIFF area)

・ Satellite Stations (20 cooperating food and beverage vendors) ■Experience: 〈Brand Station〉

1 Tasting experience of 8 types of TABASCO® sauce

Tasting of 7 sauces with different levels of spiciness and flavors, plus the limited edition "TABASCO® Sauce Family Reserve"

2 Interactive content to enjoy TABASCO® brand ・ SNS campaign (First 100 visitors receive a mini bottle of TABASCO® sauce (3.7ml) as a gift)

・ TABASCO® Sauce Challenge (Game where you can win brand merchandise on a first-come, first-served basis), etc. *Game content is subject to change without notice.

*Prizes are limited in quantity and will end once supplies are exhausted.

〈Satellite Stations〉

・ TABASCO® sauce available

・ Sale of special menu items using TABASCO® sauce (limited to some stores) About TABASCO® Sauce

"TABASCO® Sauce" is an authentic original pepper sauce from McIlhenny Company, born on Avery Island, Louisiana, USA, in 1868. For nearly 160 years, "TABASCO® Sauce" has been manufactured on Avery Island at the company headquarters, with over 700,000 bottles produced daily, with almost no changes to its ingredients or manufacturing methods.

The ingredients are just three: red pepper, vinegar, and salt, passed down and protected through generations of the family. It is aged for up to three years in white oak barrels. It is not just spicy but a sauce that enhances the flavor of ingredients, adds rich depth, and complements any dish. In addition to the Original Red Sauce, the TABASCO® brand also sells a variety of pepper sauces, including Habanero Sauce, Garlic Sauce, Chipotle Sauce, Habanero Sauce, Scorpion Sauce, and Sriracha Sauce.

*"TABASCO®" is a registered trademark of McIlhenny Company (USA), which holds the trademark rights for the "TABASCO® brand."

Official Instagram: @tabasco

Japan Official Website: https://tabasco.co.jp/