Absolut Elyx

The Challenge

As a leading global vodka, Absolut wanted to cultivate a story about craftsmanship that is true to the brand, believable and relevant to consumers. Building on a burgeoning cultural interest in small batch, curated flavors and experiences, Absolut wanted to leverage its large-scale capabilities to create an authentic, “hands-on” experience where consumers could meet the master blender.

Our Approach
  • 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
  • Strategic Future Pipeline Building
The Results

Absolut Tribut – a super-premium, single estate, copper still crafted vodka with an authentic story traced directly to the master blender; launched as Absolut Elyx in the marketplace