Absolut Elyx

  • Translation of Trends to Innovation Platforms

  • Incremental Insight Exploration and Development

  • Met with global team in Sweden to align on development of concepts that would work across all markets

  • Rapid Concept Prototyping and Design 

  • Concept Optimization with Customers 

  • Strategic Future Pipeline Building

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The challenge

As the original super-premium vodka, Absolut enjoys a special place in pop-culture. But, over the years, the category evolved and exploded around it and Absolut again needed to take vodka—and its brand—to a new level.

Our approach

The team leaned into consumer’s love of small-scale craftsmanship and one-upped Absolut’s single source ethos (100% winter wheat and water from a single region of Sweden) and put it on a smaller scale to create a single-estate, copper-still vodka that met Absolut’s exacting standards with a truly delicious profile and an authentic story, focused on the still and the master distiller.

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The Result

The team leaned into consumer’s love of small-scale craftsmanship and one-upped Absolut’s single source ethos (100% winter wheat and water from a single region of Sweden) and put it on a smaller scale to create a single-estate, copper-still vodka that met Absolut’s exacting standards with a truly delicious profile and an authentic story, focused on the still and the master distiller.

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