Absolut Elyx Takes on Super-Premium Vodka Market

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July 18, 2011

The all-new Absolut Elyx is a small-volume, handcrafted vodka meant to take on heavyweight brands in the super-premium market. It's made from fine estate wheat and water from Absolut's natural springs, distilled in a vintage copper still and purified with copper packets.

The Absolut Elyx bottle references the product's origin, with a copper cap and copper swirls on the bottle. It will debut in July at four airports: Sydney, Rio de Janeiro Galeao, Frankfurt and Sao Paulo Guarulhos. Do you think this vodka has what it takes to supplant super-premium brands like Belvedere?

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