Wednesday, July 11, 2012


This week sees the launch of ABSOLUT ELYX in Singapore. Positioning itself a notch above the current luxury vodka offering (think Grey Goose and Belvedere), the ultra-luxe ABSOLUT ELYX is a vodka of real substance that honours the roots of Swedish vodka making traditions.

Quick trivia before I tell you more about ABSOLUT ELYX. Did you know that the ABSOLUT company was founded by Lars Olsson Smith in 1879? The enterprising Swede invented the original ABSOLUT Vodka using a revolutionary distilling method called continuous distillation, a method that is still being used today. Reason being it is a superior way to remove impurities in vodka, while maintaining the character of the raw material from which it is made.

So what makes ABSOLUT ELYX special and unique? Heritage, craftsmanship, and natural ingredients.

With no computers involved in the copper distillation, ABSOLUT ELYX is the result of genuine craftsmanship and manual operation in every detail of the process. The old 1929 copper column still is only operated by a selected few, who inherited their knowledge and expertise from past generations of spirit and vodka makers. Made to the uncompromising standards of the skilled craftsmen, every batch of ABSOLUT ELYX is carefully tasted and approved before it is bottled.

Each batch of ABSOLUT ELYX is manually distilled using a hand-operated copper column still from 1929, and made from a single harvest of Swedish winter wheat. ABSOLUT ELYX is the result of century-old expertise, passed down through generations of Swedish vodka makers.

Copper distillation is the natural way to remove any impurities in vodka, and refined copper distillation is what gives ABSOLUT ELYX its natural pure taste and unique silky texture.

Single Source. Single Estate. Single Vintage. Single Batch. Watch out for the rise of this haute vodka! The palate is fresh, pure and invigorating, with a silky texture, a long-lasting smooth finish and a subtle spiciness.

ABSOLUT ELYX is best enjoyed neat or on the rock.

It is also perfect in martinis and classic cocktails where its purity and texture shine through.

From July to September 2012, ABSOLUT ELYX will be exclusively available at 1128, the new bar located at 56 Tanglin Road, Tanglin Post Office. After the exclusive launch, ABSOLUT ELYX will be available at selected bars.

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