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Elyx's full brand name is “Absolut Elyx” and its existence would not be possible if it were not originally for Absolut. Indeed, there probably wouldn’t be any luxury vodkas at all if it weren’t for Absolut changing the perception of the spirit back in the 1980s.
The Master Distiller behind the creation of Absolut Elyx, Krister Asplund, started working with Absolut in 1980s in the early years of the brand’s development. He has virtually lived and breathed Absolut for more than 30 years and lives less than ten minutes’ walk from the distillery in Åhus.
When Absolut was first developed it was made to have a taste profile to compete with the Russian vodkas popular at that time, with a little spice. Reflecting the wheat grain it’s made from, Absolut also has a distinct breadiness. When Krister was challenged to produce Absolut Elyx in 2010, the vodka market was very different to that of 30 years earlier and so he produced a more refined luxurious product, its soft rounded mouthfeel being its most distinctive feature.
That said, the two vodkas are inextricably linked, the wheat used to make both Absolut and Absolut Elyx undergoes exactly the same mashing process with initial distillation of Elyx in the Absolut distillery. Elyx is then rectified in a column still that originally made Absolut. One sibling may be more luxurious but they are close relations.
It’s telling that the folk behind Absolut Elyx don’t describe their vodka as premium, or even super premium, instead calling it a “luxury vodka”. This says a lot about the brand’s ethos and positioning. It’s made with the same care as a luxury piece of luggage, luxury watch or car, with every possible care taken in its crafting, finishing and presentation – those copper stripes on the bottle are actually gold. And while most dream super cars and even luxury watches are outside the affordability of the average person, this luxury vodka can be regularly appreciated by the average drinker.