Absolut rebrands Elyx in super-premium push
The Absolut Group has refreshed the design of its luxury vodka Elyx as demand increases for super-premium spirits.
The new packaging takes on an art deco-inspired design with labelling that features geometric shapes intended to evoke the opulence of the 1920s. The redesign aims to emphasise the brand’s heritage and production methods.
Winter wheat motifs represent the vodka’s key ingredient, while the shape and colour of the bottle reflect the 100-year-old copper still that gives the liquid its signature ‘silky-smooth’ taste and texture.
Absolut last debuted a new look for its Elyx bottle in 2019, which celebrated the role copper plays in the vodka’s distillation process.
Elyx is distilled exclusively from winter wheat grown at the Råbelöf Estate in Sweden, around 20 kilometres north of the town of Åhus, where Absolut is based.
The ultra‐premium segment is set to grow by 3% in volume through 2027, according to IWSR data.
Absolut noted the move is intended to establish Elyx as the ‘super-premium vodka of choice within a growing category’, and that it will target ‘moments of luxury’.
The 42.3% ABV vodka will roll out the new look in key markets, which Absolut said include the UK, US, Brazil, Turkey, Morocco and global travel retail.
Elyx won a Gold medal in the super-premium round of the Vodka Masters 2024.
In other developments from Absolut over the summer, the brand unveiled a paper-based cap and also launched its latest Keith Haring bottle.
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