WIN N I N G I N THE O FF- P RE MI SE
A BS O LU T E LYX IS NOT A SUP ER P REMIUM VODKA . A BSOLUT ELYX IS THE LUX URY VODK A .
W E S H O U LD B EHAVE LIKE A LUXURY BR A ND IN A LL R ETA IL ENV IR ONMENTS IN OR DER
TO D IFFE RENTIAT E US FR OM OUR C OMPETITOR S.
5 G O L D E N R UL ES OF THE O FF-PREMI SE
In key partnership accounts all five golden rules
should be mandatory.
01.Get pricing right nationally
$25/$40/$50 for 375ml/750ml/1l.
02.Creative shelf impact
Optimal display — at least
two facings next to Grey Goose.
03.Elevated visibility
Case displays and shelf trays.
04.Educate — liquid on lips
Showcase product superiority.
05.Build retailer advocacy
Train, interact and create real
relationships with retailers.
K E Y MESSAG ES
•The luxury vodka with integrity.
•Every drop of Absolut Elyx is distilled from winter
wheat grown on a single estate in Åhus, Sweden.
•Unique, handcrafted distillation process
in a vintage copper still from 1921.
•Luscious, smooth mouth-feel makes Absolut Elyx
perfect for a martini.
•Liquid silk.
E NJ OY R ESPONSIBLY.
Absolut Elyx® Vodka. Product of Sweden. 42.3% Alc./Vol. Distilled from grain. ©2015 Imported by Absolut Spirits Co., New York, NY.
VI SI BI LI TY
DR I V I NG B R A ND AWAR ENESS I N T HE OF F -PR EMI SE
F Y 1 5 W IN DOW D ISPLAYS*
I N-S TO RE A S S ET S
S I N G L E ES TAT E
LU X U RY VO DKA
ENJOY WITH ABSOLUT RESPONSIBILITY.®
ABSOLUT ELYX® VODKA. PRODUCT OF SWEDEN. 42.3% ALC./VOL. DISTILLED FROM GRAIN. ©2014 IMPORTED BY ABSOLUT SPIRITS CO., NEW YORK, NY.
Option 1
Option 2
More in-store assets available on request
*Where applicable, hold space in a premium store location (ideally for 3-6 months) that can act as local OOH,
and an awareness tactic for brand.
TOP
EYE
REACH
O P T I M AL SHE L F P LACEMENT
S H ELF GLO RIF IER
Always aim for two facings of 750ml or liters of Absolut Elyx
and one facing magnum next to Grey Goose. Where applicable,
place in between Ciroc and Grey Goose. And when possible,
create a brand block with the magnums and 375ml on shelf.
Place 750mls (two facings) on shelf and use shelf glorifier piece
or shelf plaque to merchandise.
D IS P LAY C A S E
S E C ON DARY SHE L F PLACEMENT
Use 1-case permanent display piece to feature 750mls:
place in ultra-premium vodka section.
In the case where premium and ultra-premium vodkas
are not aligned, place to the LEFT of Grey Goose,
regardless of shelf location.
CO UNT ERS
C O M PE TITIVE SE T
Grey Goose • Ciroc • Belvedere • Chopin • Stoli Elit
S U G GESTE D R SP
Magnum = $79.99
750ml = $39.99
Liter = $49.99
375ml = $24.99
Place 375mls behind counter next to Grey Goose.
DUM MY BO T T LE
Use large format dummy bottle in store (4.5 liters) wherever possible.
W INN I N G I N THE O N- P RE MI SE
5 G O L D E N R UL ES OF THE O N-PREMI SE
In flagship and key partnership accounts all five
golden rules should be mandatory.
01.Priced above Grey Goose and Belvedere
Absolut Elyx should always be priced above
Grey Goose and Belvedere per bottle and straight.
02.Listed cocktail on menu
Absolut Elyx should always feature on cocktail menus
to drive rotation — ideally presented in a box at or
near the top of the list.
03.Elevate visibility
Drive visibility in venues by using 4.5 liter dummy
bottles, POS and bottle displays.
04.Signature serve
Utilizing copper POS or bespoke service ritual.
05.Build advocacy
Train and build real relationships with bar staff
and management.
K E Y MESSAG ES
•The luxury vodka with integrity.
•Every drop of Absolut Elyx is distilled from winter
wheat grown on a single estate in Åhus, Sweden.
•Unique, handcrafted distillation process in a vintage
copper still from 1921.
•Luscious, smooth mouth-feel makes Absolut Elyx
perfect for a martini.
•Liquid silk.
TA R G E T ACC OUN TS
•On-trend restaurants with farm-to-table menus,
creative, eclectic food.
•Award winning cocktail bars noted for their creativity
or unique customer experience.
•High-end cocktail bars using fresh ingredients.
•Modern prestige accounts, fine dining (Michelin star).
•Luxury night clubs — bottle service visibility.
•Luxury/boutique hotels — opportunity for 375ml
placement in mini bar.
•Modern steakhouses — for martini service ritual.
E NJ OY R ESPONSIBLY.
Absolut Elyx® Vodka. Product of Sweden. 42.3% Alc./Vol. Distilled from grain. ©2015 Imported by Absolut Spirits Co., New York, NY.
W IN N IN G I N THE O N-PREMI SE
F L AGSHIP AC COUNTS
KEY ACC O UNT S
S EED ING ACCO UNT S
5 golden rules, bespoke POS
and/or pineapples, signature
serve, staff training, activations.
5 golden rules, POS, pineapples,
staff training, activations.
3/5 golden rules, staff training,
activation/promotion.
F L AGSHIP AC COUNTS
Identify flagship and key accounts most relevant
to the strategic target and with the greatest fit
for the brand and work with the Elyx team and
property to turn it into a flagship for Absolut Elyx.
S I G N ATUR E SE RVES
Elyx Martini – to help us drive the bar call
Elyx on the Rock – showcases product superiority
C H E CKL ISTS
•When working with venues, always try to
have a named cocktail on the cocktail list.
•Absolut Elyx should never appear in the well.
•When listed on cocktail menus, Elyx should be
the first listed ingredient – but it should appear
as ‘Elyx’ or ‘Elyx Vodka’ on the cocktail menu
since we believe creating a bar call for ‘Elyx’
(rather than ‘Absolut Elyx’) is more relevant.
•Well known Absolut signature drinks should
never be replicated or championed using
Absolut Elyx – ie. Cosmopolitan, Sea Breeze,
Vodka Espresso or Mule.
•We should never support the infusion, flavoring
or re-distillation of Absolut Elyx. It should only
be promoted naturally.
E NJ OY R ESPONSIBLY.
Absolut Elyx® Vodka. Product of Sweden. 42.3% Alc./Vol. Distilled from grain. ©2015 Imported by Absolut Spirits Co., New York, NY.