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
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
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
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
Jeffrey A. Moran
Vice President, Public Relations, Events and Lifestyle Marketing
Pernod Ricard USA
SOURCE Pernod Ricard USA
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