Absolut Introduces ABSOLUT ELYX, The First-Ever Single-Estate, Handcrafted Luxury Vodka That Blends Tradition With Creativity
Creative Director Johan Lindeberg crafts brand approach using Chloe Sevigny in iconic marketing campaign
NEW YORK, May 14, 2013 /PRNewswire/ -- Setting a new standard in the world of spirits, ABSOLUT ELYX, the first-ever luxury Vodka named Best Vodka, Double Gold, at the San Francisco World Spirits Competition, launches in select U.S. cities today, with Johan Lindeberg, Founder and Creative Director of BLK DNM, as its Creative Director.
Keeping in line with modern day luxury's shift towards authenticity, heritage and integrity, ABSOLUT ELYX's sleek and beautifully designed copper bottle is an interesting contrast to the meticulously handcrafted and artisanal methods in which it is produced. Made exclusively from single-estate hand-selected wheat, ABSOLUT ELYX's unique copper distillation process pulls out impurities giving it a highly prized silky texture and taste. Every handle, knob and lever is adjusted manually by a select few who inherited their knowledge and expertise from past generations of spirit and vodka makers.
As Creative Director, Lindeberg's Swedish heritage, chic aesthetic and passion for handcraftsmanship will work together to create a defined culture around ABSOLUT ELYX that brings the brand to life for consumers. For his first-ever advertising campaign behind the lens [http://tinyurl.com/brkkp9f], Lindeberg chose to photograph his muse Chloe Sevigny – a woman who is the true embodiment of modernity and integrity. This iconic campaign conveys Sevigny as a strong, independent woman who won't settle for anything less than authentic luxury – a concept that parallels Sevigny's discerning career choices and the passion she has for her craft above everything else. These attributes are core to the identity and aesthetic of ABSOLUT ELYX.
"It's no longer about portraying an image through excess and logos. Modern day luxury is all about integrity. Through intimate experiences, high-level events, and future advertising campaigns, we want to create powerful environments that inspire people, generate content, spark influential conversation and, above all, create an emotional connection between consumers and the brand," said Lindeberg.
"This is the first time in the history of Absolut that we have appointed a creative director, and we couldn't be more thrilled to be working with Johan on this exciting project. ABSOLUT ELYX stands strong at the intersection of modern day luxury, creativity and tradition, which is a unique contrast evident in much of Johan's work as a designer. With his finger firmly on the pulse of today's contemporary movement, no one is better suited than Johan to create this ultra-chic and authentically luxurious culture around ABSOLUT ELYX," said Jonas Tahlin, Vice President of Global Marketing, The Absolut Company.
ABSOLUT ELYX retails at $49 per 1L bottle, and is available at select, high-end retailers, restaurants and bars across the U.S.
A preview of the advertising campaign can be viewed at: http://tinyurl.com/brkkp9f. Please credit, "Chloe Sevigny by Johan Lindeberg for Absolut Elyx."
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®, Kahlua® Liqueur, Beefeater® Gin, Plymouth™ Gin, Seagram's Extra Dry Gin®, Martell® Cognac, Hiram Walker® Liqueurs, Pernod®, Ricard® and Avion™ Tequila (through a joint venture with Tequila Avion); such superior wines as Jacob's Creek® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouet® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is based in Purchase, 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.
Jeffrey A. Moran
Vice President, Public Relations, Events and Lifestyle Marketing
Pernod Ricard USA
SOURCE Pernod Ricard USA
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