Luxury is not measured by net wealth or exorbitance anymore
and now revolves around everything from uniqueness to heritage to experience.
We’ve come a long way, but our journey is far from over. In some ways, creating a truly exceptional vodka – the luxury expression of Absolut vodka – was just the start. There’s so much more that we still want to do…
From further reducing our water footprint to increasing the use of renewable fuels and giving thousands more people access to safe running water, we’re always setting ourselves challenging targets, and always trying to do the right thing even when nobody is watching. Always striving to do better is ingrained in our culture at Absolut Elyx.
Inspired by the essential role that copper plays in the way we make Elyx, our copper serves also reflect our cultural point of view. It’s fun, after all, to drink cocktails out of copper gnomes or pineapples, and playfulness has always, and continues to be an important part of our brand.
If you can take your environmental responsibilities seriously and act with integrity while also having fun, as Elyx does, that’s genuine luxury.