Elyx is not merely another vodka from one of the most well-known brands in the spirit industry today—it’s a luxury vodka that tells a story, from the copper elements to meaningful imagery. Miranda Dickson, Director of Trade & Brand Aesthetic at Absolut, admits that making a quality vodka won’t suffice in today’s market.
“People demand more than that—they want to know where it comes from and why it’s a premium price—why they should purchase it basically. Therefore we set about creating a fully immersive experience that explains who we are and where we came from and why we wanted to create Elyx.”
After attending the Elyx Experience in Sweden, we sat down with Dickson to learn more about the importance of developing a brand experience, what considerations were made for their newest vodka, and how they bring Sweden to the rest of the world.
