Absolut Elyx unveils copper-inspired redesign

Mar 27, 2019by Melita Kiely

Pernod Ricard has unveiled a new copper still-inspired bottle design for single estate vodka Absolut Elyx, which is made from 40% recycled glass.

Created by London design agency Stranger & Stranger, the new Absolut Elyx bottle has been crafted to emulate “emboldened luxury”, deliver stronger shelf stand out and give a stronger platform for brand storytelling. Miranda Dickson, global brand director for Absolut Elyx, said: “With Absolut Elyx we always endeavour to challenge the normal conventions associated with luxury vodka to create a profile that is uniquely playful, luxurious and eclectic.” The liquid in the bottle is the same Absolut Elyx recipe as before, bottled at 42.3% abv. The vodka is made using wheat from a single estate in Åhus, Sweden, using the brand’s vintage copper still. Absolut Elyx’s new bottle design will be available globally from spring/summer 2019. Rowan Miller, design director at Stranger & Stranger, said: “Our vision was to celebrate the special role copper plays in the distillation process in a way that lends well to the brand’s global reputation for elevated panache. “The faceted bottle pays homage to the vintage copper column still from 1921 and gives the bottles a luminescent glimmer.”