Absolut Introduces ABSOLUT ELYX, The First-Ever Single-Estate, Handcrafted Luxury Vodka That Blends Tradition With Creativity
14 May 2013 --- Setting a new standard in the world of spirits, ABSOLUT ELYX, the first-ever luxury Vodka named Best Vodka, Double Gold, at the San Francisco World Spirits Competition, launches in select U.S. cities, with Johan Lindeberg, Founder and Creative Director of BLK DNM, as its Creative Director.
Keeping in line with modern day luxury's shift towards authenticity, heritage and integrity, ABSOLUT ELYX's sleek and beautifully designed copper bottle is an interesting contrast to the meticulously handcrafted and artisanal methods in which it is produced. Made exclusively from single-estate hand-selected wheat, ABSOLUT ELYX's unique copper distillation process pulls out impurities giving it a highly prized silky texture and taste. Every handle, knob and lever is adjusted manually by a select few who inherited their knowledge and expertise from past generations of spirit and vodka makers.
As Creative Director, Lindeberg's Swedish heritage, chic aesthetic and passion for handcraftsmanship will work together to create a defined culture around ABSOLUT ELYX that brings the brand to life for consumers. For his first-ever advertising campaign behind the lens, Lindeberg chose to photograph his muse Chloe Sevigny – a woman who is the true embodiment of modernity and integrity. This iconic campaign conveys Sevigny as a strong, independent woman who won't settle for anything less than authentic luxury – a concept that parallels Sevigny's discerning career choices and the passion she has for her craft above everything else. These attributes are core to the identity and aesthetic of ABSOLUT ELYX.
"It's no longer about portraying an image through excess and logos. Modern day luxury is all about integrity. Through intimate experiences, high-level events, and future advertising campaigns, we want to create powerful environments that inspire people, generate content, spark influential conversation and, above all, create an emotional connection between consumers and the brand," said Lindeberg.
"This is the first time in the history of Absolut that we have appointed a creative director, and we couldn't be more thrilled to be working with Johan on this exciting project. ABSOLUT ELYX stands strong at the intersection of modern day luxury, creativity and tradition, which is a unique contrast evident in much of Johan's work as a designer. With his finger firmly on the pulse of the contemporary movement, no one is better suited than Johan to create this ultra-chic and authentically luxurious culture around ABSOLUT ELYX," said Jonas Tahlin, Vice President of Global Marketing, The Absolut Company.
ABSOLUT ELYX retails at $49 per 1L bottle, and is available at select, high-end retailers, restaurants and bars across the U.S.
