”The past few years have seen a wave of super premium vodkas that have been mostly about image,” says Mathias Westphal, Global Brand Director, The ABSOLUT Company. ABSOLUT ELYX is something different. It’s a unique combination of traditional handcraft, copper distillation and cutting-edge design.”
Added Maxime Kouchnir, Vice President, Vodkas, Pernod Ricard USA, “Small batch, handcrafted spirits are in very high demand in the U.S. across many segments including vodka. And , with the luxury market on the rise, ABSOLUT ELYX fits a need in the market for an ultra-premium vodka, which is the fastest growing segment of the vodka category. As a result, we are confident about the future of ABSOLUT ELYX in the U.S. market.”
Every part of the production of ABSOLUT ELYX, from seed to bottle to distribution, is performed within a 15 mile radius of Ahus in the Skane region. At the heart of the old ABSOLUT distillery where ELYX is perfected, stands a single column continuous distillation unit made entirely of copper and dates back to 1921. The copper surfaces inside the column have a catalytic effect on some of the trade compounds in the spirit, removing unwanted impuritities and adding a remarkably smooth texture.
ABSOLUT ELYX is the result of manual processes, authentic craftsmanship and human supervision through every detail of production. “Only a few people have the skills and knowledge to operate our old copper still. Every handle, knob and lever is adjusted manually. Creating vodka this way is very time-consuming, but when you taste ABSOLUT ELYX you know it’s worth the effort,” explains Krister Asplund, Master Distiller.
Named based on the word elixir (a substance believed to turn base metals into gold) and Lyx (Swedish word for luxury), ABSOLUT ELYX’S elegant smoothness results from the following:
- WHEAT: ABSOLUT ELYX is made from the highest quality, 100% hand-selected single-estate wheat.
- COPPER: ABSOLUT ELYX is manually distilled in a 1921 still with columns, pumps and pipes made of solid copper. The copper naturally removes any unwanted sulphur-based compounds, creating ABSOLUT ELYX’S unique character and clean, crisp taste.
- CRAFTSMANSHIP: ABSOLUT ELYX is handcrafted according to traditional artisan methods.
- WATER: Each bottle of ABSOLUT ELYX is blended using soft and naturally filtered water from the pristine aquifers in Ahus.
The ABSOLUT ELYX bottle is shaped like a modern decanter with real copper accents. With a suggested retail price of $49 a bottle for a 1L, ABSOLUT ELYX is being launched in New York, Miami and Los Angeles. Select other major metropolitan markets will be added over time as the product is discovered and advocated by consumer and trade influencers.
“ABSOLUT ELYX was created for those who value integrity, and can discern genuine quality,” Kouchnir says. “A perfect blend of substance and style, it’s the finest expression of the expertise, creativity and passion that define ABSOLUT.”
ABSOLUT ELYX is available in the U.S. from April 2013.
Drink images, bottle images and images from the production are available upon request.
ABSOLUT ELYX ON THE ROCKS
1.5 parts ABSOLUT ELYX
GARNISH: LEMON TWIST
Experience the ultimate expression of ABSOLUT ELYX real and untouched – neat ABSOLUT ELYX poured over a block of solid hand chipped ice, then slowly sipped and savored.
ABSOLUT ELYX MARTINI
3 parts ABSOLUT ELYX
¼ part DRY VERMOUTH
GARNISH: LEMON TWIST
Measure the ABSOLUT ELYX and vermouth into a mixing tin. Fill with ice and stir until ice cold. Double strain the drink into a chilled cocktail glass. Garnish with lemon twist and serve.
About Pernod Ricard USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 18,000 people worldwide and is listed on the NYSE Euronext exchange (Ticker: RI).
The company’s leading spirits and wines include such prestigious brands as Absolut® Vodka, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram’s Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard® and Avión™ Tequila (through a joint venture with Tequila Avión); such superior wines as Jacob’s Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is based in New York, New York, and has roughly 850 employees across the country. Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.