A New Kind of Spirit Experience - Absolut Elyx
ABSOLUT ELYX – 2019 BOTTLE REDESIGN – Q&A
THE NEW BOTTLE
TELL US ABOUT THE NEW ABSOLUT ELYX BOTTLE
This is the next evolution of Absolut Elyx. Always single minded in the pursuit of perfection and craft, our new bottle; a symbol of emboldened luxury, provides bolder stand out and gives us a stronger platform for brand storytelling. Copper is our brand anchor and key to how we make Elyx; it is after all our vintage manually operated copper still from 1921 and our use of sacrificial copper packets that give Elyx its character and silky smoothness. Our new bottle allows us to celebrate these copper credentials through a new sleeker, lustrous and more elegant form which, in keeping with our Absolut DNA, lets us stand out from the crowd. Although our pack has developed, our vodka remains exactly the same. At 42.3%* abv every drop of Absolut Elyx is made using wheat from one single estate in southern Sweden and goes through our copper still.
WHAT ARE THE DESIGN SPECIFICITIES?
From top to bottom, the new design of the bottle has been thought to embody our brand identity and reinforce our luxury credentials.
The new bottle is 3.5 cm taller than the previous pack to increase visibility and stand out. The newly designed neck label and the eye-catching engraved electroplated copper cap highlight our brand essence. The logo has been modified to a bolder charcoal with copper detail.
A pearlised embossed front label communicates the ‘Single Estate Copper Crafted’ message with copper foil, whilst a bolder charcoal logo with copper details allows for more evident brand stand out.
We have added our signature ‘with love from Absolut Elyx XxX’** onto the front of the pack to convey our commitment personally overseeing every element of what makes Elyx so special from the way we produce & bottle our vodka to our playful brand personality.
Our faceted glass bottle is a gentle nod to our previous pack and the horizontal copper rod design, but really adds a shimmering depth of beauty to the pack bringing a new luxe, glamor and vibrancy to the brand through stand out packaging.
WHAT DOES ‘COUNTRY OF SWEDEN’ MEAN WRITTEN ON THE BOTTLE?
We are tremendously proud of the unique heritage of our vodka. Absolut Elyx is born from the rich heritage of Absolut Vodka – which is still made in Sweden using our particular ‘one source’ production method. Every drop of Absolut Elyx is handcrafted using a vintage still from 1921 in Åhus with wheat from one single estate. The whole production of Absolut Elyx from seed to bottle is made within a 15-mile radius. Sweden is central to our brand heritage and for that reason we proudly convey ‘Country of Sweden’ on the front of our bottle.
HAS THE VODKA CHANGED IN THE NEW PACK?
Although our pack has developed, our vodka remains exactly the same. At 42.3%* abv every drop of Absolut Elyx is made using wheat from one single estate in southern Sweden and goes through our copper still.
WHY DID YOU DECIDE TO LAUNCH A NEW BOTTLE?We launched Absolut Elyx in 2010 and since then we have evolved the bottle a couple of times in line with the opportunity we believe exists for the future success of the brand. Whilst previous evolutions have been decorative tweaks, we made the decision to really restage the pack in line with a fresh brand ambition, with an ultra-elegant, luxe pack which enables us to further convey our unique copper handcrafted credentials.
THE BRAND
WHAT IS ABSOLUT ELYX?
SINGLE ESTATE
Every drop of Absolut Elyx is made from winter wheat grown on one single estate in southern Sweden. The Råbelöf estate has been cultivating its wheat since the 1400s. The region has the ideal climate for producing winter wheat, with dry, cold winters and long, warm summers.
COPPER CRAFTED
Absolut Elyx is made using a manually operated vintage copper column still from 1921. Thousands of copper packets are used sacrificially, removing unwanted compounds and contributing to a rich final product. The skill and experience of manually operated distillation produces a luxury vodka with unparalleled character.
LUXURY VODKA
Absolut Elyx embodies a new sense of luxury while redefining the vodka category. What makes us a luxury vodka is not just the quality of our product, but also our cultural identity.
WHAT DOES THE NAME ‘ELYX’ MEAN?
We gave Absolut Elyx its name for 2 reasons – 1. ’lyx’ means luxury in Swedish. 2. Elyx is derived from the word Elixir, meaning ‘magic formula’. It refers to the century-old formulas, methods and vodka-making expertise, which we have explored and refined when creating Absolut Elyx.
HOW IS ABSOLUT ELYX DIFFERENT FROM ABSOLUT VODKA?
Absolut Vodka is the world’s leading premium vodka, Absolut Elyx is the luxury expression of Absolut. We like to think about it as the essence of Absolut. Both products are made with care and the desire to create a high-quality vodka, but they are different in production, ingredients, taste and texture. They are both produced at One Source, meaning that every drop of it comes from Åhus in southern Sweden, and from local ingredients – but Absolut Elyx takes One Source a step further. Each part of the production, from the planting of the first seed, all the way through to distillation and bottling, is performed within a 15-mile radius in the Åhus region. Every drop of Absolut Elyx is distilled from winter wheat grown on one single estate, the Råbelöf estate. Absolut Elyx is copper crafted using sacrificial copper packets and distilled in a manually operated vintage copper still from 1921. The result is the world’s first luxury vodka with a rich pronounced mouthfeel and exceptional character that really is like drinking liquid silk. It is best enjoyed neat or on the rock, but also in classic cocktails where its well-balanced character and silky mouthfeel can shine. Some consumers may prefer Absolut Elyx, while others have a preference for the original Absolut Vodka. We leave it up to every consumer to decide which vodka he or she prefers.
WHY IS ABSOLUT ELYX MUCH MORE EXPENSIVE THAN ABSOLUT VODKA?
Absolut Elyx is a luxury vodka in every way. We are capturing and refining the very best of our distinguished heritage, by sourcing the finest ingredients, revitalizing traditional skills and know-how, and most importantly – we have reactivated our 1921 copper column still. Making a vodka in our manually operated vintage copper still, with the finest ingredients, is more expensive and requires more time and expertise from our skilled craftsmen. Naturally, this affects the production costs, as well as the retail price.
IS ABSOLUT ELYX A SUPER PREMIUM VODKA?
Super-premium is a trade term used to qualify vodkas with a higher price tag. As such, the term does not necessarily say anything about the real quality of the product. Absolut Elyx is a vodka of real substance, it is a luxury vodka. It is a single-estate vodka, copper crafted in a vintage 1921 copper column still, which only a select few can operate – thanks to the knowledge inherited from past generations of Swedish vodka makers.
THE TASTE
WHAT DOES ABSOLUT ELYX TASTE LIKE?
Absolut Elyx is recognized by its elegance and silky-smooth mouthfeel. The palate is rich, creamy and well balanced, with a stand out silky texture, a long-lasting smooth finish. Elyx is best enjoyed neat or on the rocks. It is also perfect in martinis and classic cocktails where its pure taste and silky mouthfeel shines through.
WHAT MAKES ABSOLUT ELYX THE VODKA BEST SUITED FOR DRINKING ON THE ROCK OR IN A MARTINI?
Absolut Elyx most defining quality lies in its elegant and silky texture. It is therefore perfect to enjoy neat or on ice. Elyx is also excellent in martinis and spirit-heavy cocktails, which showcase its elegant taste and silky mouthfeel.
WHEN SHOULD I DRINK ABSOLUT VODKA, AND WHEN SHOULD I ENJOY ABSOLUT ELYX?
With its silky texture, and pure taste, Absolut Elyx is best enjoyed on the rock or in stirred martinis. Absolut Vodka, on the other hand, has the perfect character for mixed drinks.
HOW DO I MAKE THE BEST ABSOLUT ELYX MARTINI?
There are many different recipes for wet and dry martinis – we like ours quite dry – but there is no wrong or right way. Try the Elyx martini: measure 1 part extra dry vermouth into a mixing glass. Fill half full with ice and stir to fully coat the mixing tin with vermouth, and then toss the excess vermouth. Measure 5 parts Elyx and top up the mixing tin three-quarters full with new ice. Stir for 45 seconds until the drink is cold and has a suitable amount of water dilution. Double-strain into a chilled cocktail glass. Garnish with a freshly cut lemon zest.
THE PRODUCTION PROCESS
HOW IS ABSOLUT ELYX PRODUCED?
Absolut Elyx captures and refines the very best of our distinguished heritage. It is produced in a copper column still from 1921, operated manually by a select few, who inherited their knowledge and expertise from past generations of spirit and vodka makers. Absolut Elyx is made from a single-estate harvest of Swedish winter wheat and water from the natural underground aquifer upon which the distillery rests. Each batch of Elyx is 100% traceable, from the planting of the first seed all the way through to distillation and bottling.
WHAT INGREDIENTS ARE USED FOR PRODUCING ABSOLUT ELYX AND WHERE DO THEY COME FROM?
Absolut Elyx is produced using only the very finest ingredients. Each part of the production, from the planting of the first seed, all the way through to distillation and bottling, is performed within a 15-mile radius in the Åhus region of southern Sweden. This makes Elyx 100% traceable. Absolut Elyx is distilled exclusively from single-estate winter wheat from Råbelöf, a family-owned country estate, delivering top-quality wheat. The water comes from the underground aquifer, upon which our distillery rests. Filtered through the limestone, the water is exceptionally clean, low in minerals and incredibly soft.
WHAT DOES ONE SOURCE MEAN FOR ABSOLUT ELYX?
One Source means that every drop of Absolut Vodka comes from Åhus in southern Sweden. Producing vodka in one location with local ingredients gives us complete control of all stages of the production and ensures that every drop meets our high-quality standards. With Absolut Elyx, we take One Source one step further. Every drop of Absolut Elyx goes through our vintage copper column still, and it is 100% traceable. It is a single estate, copper crafted, luxury vodka, made from ingredients sourced within a 15-mile radius of Åhus in southern Sweden. The carefully selected estate wheat comes from Råbelöf, and the water comes from the aquifer beneath the distillery. We never compromise with our ingredients, and we have complete control over each stage of the production.
WHAT IS SO SPECIAL ABOUT YOUR ESTATE WHEAT?
Absolut Elyx is distilled exclusively from single-estate wheat grown at Råbelöf, a family-owned country estate, delivering top-quality wheat to Absolut. The crops at Råbelöf are consistently of the highest quality, with exactly the right amount of water, which enables us to create the perfect raw spirit we need to make Absolut Elyx.
HOW IS ESTATE WHEAT (USED IN ABSOLUT ELYX) DIFFERENT FROM WINTER WHEAT (USED IN ABSOLUT VODKA)?
Absolut Elyx and Absolut Vodka are both made from winter wheat. While Absolut Vodka is distilled from winter wheat from several premium estates, Absolut Elyx is crafted exclusively from winter wheat grown at the Råbelöf estate, a family-owned country home that has kept a constant quality in wheat for hundreds of years. The Terroir on the Råbelöf Estate is especially optimal for growing an ideal quality of wheat to produce the raw spirit for Elyx.
WHAT IS THE DIFFERENCE BETWEEN SINGLE ESTATE WHEAT AND WINTER WHEAT?
Single estate wheat refers to the single estate that produces wheat for Absolut Elyx, while winter wheat refers to the season when the wheat is harvested. To produce Absolut Elyx, we use 100% single estate wheat from Råbelöf, a neighbouring estate close to the Absolut distillery. As Absolut Elyx is produced in limited volumes, the quality of the wheat is essential to the production and the end-result.
WILL THERE BE ENOUGH WHEAT FROM RÅBELÖF TO COVER YOUR NEEDS, EVEN IF YOU WERE TO INCREASE THE VOLUMES?
Currently, we only use a small fraction of Råbelöf’s total harvest for the production of Absolut Elyx.
HOW IS ABSOLUT ELYX DISTILLED? / HOW MANY TIMES IS ELYX DISTILLED?
Absolut Elyx is continuously distilled in a vintage copper column still, until it is perfect. Absolut Vodka is also continuously distilled, but in a very different type of rectification still.
WHAT IS SPECIAL ABOUT YOUR WATER?
Water quality is absolutely essential in vodka production. One of the reasons for the exceptional quality of Absolut Vodka is that the Absolut distillery rests on a natural aquifer, which supplies us with the water that is found in each bottle of Elyx, filtered through the boulder-ridge and limestone for thousands of years. It is exceptionally clean, low on minerals and has a delicate character.
IS THE SAME WATER USED FOR ABSOLUT VODKA AND ABSOLUT ELYX?
Yes, the water from our own well is used for both Absolut Vodka and Absolut Elyx. The difference between the two vodkas does not have anything to do with the water, but with the copper distillation in our 1921 copper column still, the use of single estate wheat and the traditional craftsmanship that is characteristic of the Absolut Elyx production.
WHAT IS COPPER CATALYSATION? WHAT DOES COPPER CONTRIBUTE?
Copper distillation is our way for removing any impurities, and it defines the exceptionally refined character found in Absolut Elyx. During the production of raw spirit, copper packets are manually added to each batch, and exchanged at regular intervals. Through copper catalysation – a kinetic process – the copper packets react with, and remove, any sulphur remnants, which results in an absolutely clean and elegant spirit. Each batch of Absolut Elyx is then distilled in our old 1921 copper column still. This vintage still plays an integral part in the making of Absolut Elyx, as it makes full use of the exceptional and naturally purifying qualities of the copper. Our refined copper distillation is what gives Absolut Elyx its distinctive character and unique, silky texture.
WHAT ARE COPPER PACKETS?
The copper packets are small, active pieces of copper that we add manually to the raw spirit distillation. They react with and remove any sulphur remnants in the raw spirit, resulting in an absolutely clean vodka. As they are used, we continuously replace them with new copper packets.
ARE ALL VODKA PRODUCERS NOT USING COPPER? WHAT IS UNIQUE ABOUT YOUR PRODUCTION METHOD?
Copper has unique qualities and is therefore used in many types of spirit production. Absolut Elyx is made in a unique vintage copper column still from 1921. The manually operated copper column still refines our copper distillation.
IS THERE COPPER IN ABSOLUT ELYX?
There is no copper in Absolut Elyx, as copper is only a means to purify the vodka, and to start the catalytic process.
WHY IS COPPER CONSIDERED TOXIC IN SOME FORMS AND NOT IN OTHERS?
In small amounts, copper is necessary, but in larger amounts it can make you unwell. There is no copper in Absolut Elyx. We only use copper to purify and distil our vodka.
HOW CAN YOU GUARANTEE YOUR QUALITY CONTROL?
Absolut Elyx is the result of manual operation, expertise and personal supervision through every detail in the process. We oversee each step, and each batch is made to the uncompromising standards of the Master Distiller and creator of Absolut Elyx Krister Asplund, and his team, who taste each batch before it is bottled, packed and shipped.
WHAT IS THE ALCOHOL CONTENT FOR ABSOLUT ELYX?
Absolut Elyx is 42.3%* alcohol by volume to deliver optimal flavour and character.
WHAT IS THE CALORIC CONTENT OF ABSOLUT ELYX?
1.5 oz of Absolut Elyx contains 103 calories.
DOES ABSOLUT ELYX CONTAIN CARBOHYDRATES?
Like the other distilled spirits, Absolut Elyx does not contain carbohydrates in the final product since carbohydrates are removed during the fermentation and distilling process.
*Except in South Africa (43% abv).
**Except France.