The purpose was to introduce an Absolut sub-brand that gives the consumer a possibility to upgrade within the brand. With 'Elyx', we want to break existing norms in the super-premium vodka category just like Absolut did in 1979.

Absolut Elyx - The idea entering the high-end. Inspired by 500 years of vodka making expertise, Absolut has spent the last decade inventing a new vodka. The result is a hand-crafted super-premium vodka with an elegant, silky texture. In the process we contributed with the term ‘Copper Catalysation, Perfected’, and focused the design concept around that statement. The design strategy was to create a product for high-energy occasions, and at the same time emphasise the artisan qualities of the wet goods.

After several successful test launches in 3 different countries, Absolut Elyx is now being launched globally.