Elyx

The Consumer Challenge

“Elyx is the bling-bling vodka brand from the 90s, but is it really quality?”

The Strategy

Capitalise on the growth of super premium vodka by positioning Absolut Elyx as a standalone reference for spirit connoisseurs in the modern world of “quiet luxury”, prioritising Sip & Savour moments where craft, creativity, and discovery lead rather than status.

The Idea

Liquid Silk Vodka shifts the focus from lifestyle to liquid quality, grounding Elyx in its 1920s Art Deco heritage and using copper as a symbol of craftsmanship to bring the story of “handcrafted in a copper still” to life.