Absolut Launches ELYX Editon

Absolut Launches ELYX Editon

ABSOLUT announces the launch of ABSOLUT ELYX, a vodka of real substance that honours the roots of Swedish spirit-making tradition. Manually distilled in a copper column still from 1929, and made from a single harvest of Swedish winter wheat, ABSOLUT ELYX is the result of century-old expertise, passed down through generations of Swedish vodka makers.

Speaking on the launch, Bikram Basu, Vice President Marketing, Pernod Ricard India said, “ABSOLUT Vodka is iconic. We wanted to express a new vision for Vodka, something incredibly pure. ABSOLUT ELYX is handcrafted-made from the finest natural ingredients, using traditional skills and know-how, and most importantly in a 1929 copper column still.”

ABSOLUT ELYX is recognized by its character and elegance. Its nose is plentiful with subtle, floral and fruity tones. The palate is fresh, pure and invigorating, with a silky texture, a long-lasting smooth finish, and a subtle spiciness. ABSOLUT ELYX is best enjoyed neat or on the rock. It is also perfect in martinis and classic cocktails where its purity and texture shine through.

“When developing ABSOLUT ELYX we looked back to find a vision for the future. This is evident in the ABSOLUT ELYX bottle, which is a squared version of the original ABSOLUT VODKA bottle silhouette. The copper detailing and the clarity of the design reflect both the manual copper distillation and the natural purity of ABSOLUT ELYX,” says Mark Hamilton, Global Marketing Director at The Absolut Company.

ABSOLUT ELYX is also available at Delhi and Mumbai Duty Free Services priced at $52. At DDFS, the brand is showcased in an exclusive display space both at arrivals as well as departures, accompanied with a brand counsellor that gives out essential brand information and interesting cocktail recipe to the travellers.

Mr. Steve O Connor from Delhi Duty Free said “Delhi Duty Free is very much the “Trend Setter in Travel Retail in India” which is very much viewed as the premium retail duty free operator in India, with an extremely brand conscious customer who expects premium products and brands to chose from, which is why DDFS are continuously working to provide a unique portfolio of high-end liquors for our loyal discerning passengers. With our brand partner, Pernod Ricard we are extremely proud to present the latest collection for their iconic brand Absolut“ that supports their overall vision and commitment of unique quality products and DDFS’s vision of new and exciting products for our customers.

Copper Distillation for a Natural Pure Taste – Each batch of ABSOLUT ELYX is produced in a hand-operated still from 1929, with columns, pumps and hand-forged pipes made of copper. This vintage still plays an integral part in the making of ABSOLUT ELYX, since it fully makes use of copper’s exceptional and natural purifying qualities. Copper distillation is the natural way to remove any impurities in vodka, and refined copper distillation is what gives ABSOLUT ELYX its natural pure taste and unique silky texture.

A Handcrafted Vodka - With no computers involved in the copper distillation, ABSOLUT ELYX is the result of genuine craftsmanship and manual operation in every detail of the process. The old 1929 copper column still is only operated by a selected few, who inherited their knowledge and expertise from past generations of spirit and vodka makers. Made to the uncompromising standards of the skilled craftsmen, every batch of ABSOLUT ELYX is carefully tasted and approved before it is bottled.

Natural Ingredients - ABSOLUT ELYX is a single-batch vodka, made from natural ingredients. Every part of the production, from the planting of the first seed, all the way through distillation and bottling, is performed within a 25 km radius in the Åhus region of Southern Sweden. This makes ABSOLUT ELYX 100% traceable. ABSOLUT ELYX is distilled exclusively from single-estate winter wheat from Råbelöf, a family-owned country home, delivering top quality wheat that features the perfect balance of starch and protein. The water comes from the natural underground spring, upon which the copper distillery rests. Filtered though the limestone bedrock, the water is exceptionally pure, low in minerals and incredibly soft.

Serving Suggestions

Cut a sizeable block of ice into the shape of an old-fashioned glass. Pour ABSOLUT ELYX over the ice.

10 ml Extra Dry Vermouth
Green un-pitted olive in brine
Measure the vermouth into a mixing tin. Fill half full with ice and stir to fully coat the mixing tin with vermouth, then toss the excess vermouth. Measure ABSOLUT 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 an olive.

25 ml passion fruit juice
2.5 ml sugar syrup
Half a passion fruit
50 ml Champagne

Measure ABSOLUT ELYX, passion fruit juice and sugar syrup into a mixing tin. Fill three-quarters full with ice and shake hard until the drink is cold and has a suitable amount of water. Double strain the drink into a chilled cocktails glass, top with champagne and garnish with a slice of passion fruit.