ABSOLUT’s new luxury vodka – ELYX will exclusively debut a pop-up water truck and retail boutique in New York that will embark on a three city tour of the country in November and December. Starting in New York on November 6 – 8, followed by Los Angeles on November 18 – 19 and Miami on December 3 – 5 during the prestigious Art Basel, the pop-up truck will sell Elyx’s limited edition copper pineapples, which will be available for purchase in the mobile boutique, as well as online.
YOU CAN FIND THE ABSOLUT ELYX TRUCK TODAY, THURSDAY, NOVEMBER 19, AT THE GROVE!
The pineapple is a universal symbol of hospitality and the perfect expression of the Elyx philosophy; hospitality, integrity, luxury and playfulness. The Elyx pineapple is the brands signature serve and has added a level of opulence and levity to cocktail service. Now available to the public for the first time ever – just in time for the Holidays, people all over the US will be able to buy a gift with purpose this season. As part of Elyx’s philanthropy campaign with Water For People, an international non-profit organization dedicated to providing access to safe water in developing countries, a portion of the proceeds will go directly to the organization’s work.
The vintage 25 foot Elyx truck will officially launch in the Meatpacking district in New York and contains a bar, rolling retail boutique, and embodies the Absolut Elyx design aesthetic of raw luxe. For every bottle of vodka sold, Elyx will provide access to one week of safe water (140 liters) to someone in need. For every copper pineapple-drinking vessel sold, access to one month of water (560 liters) will be provided. This is a unique program by Elyx as one of the first spirits brands to move beyond product into lifestyle retail with a social consciousness.
“As a business, it’s imperative to be socially aware and responsible about the world we live in today. Simple things that we take for granted, like safe and clean running water, are a scarcity in many parts of the world,” said Jonas Tahlin, CEO of Absolut Elyx.
“We firmly believe that everyone has a role to play to help shape the world we live in and our five-year partnership with Water For People reflects this. By combining the universal symbol of hospitality with copper, which Elyx uses as part of its unique distillation process – we hope the Elyx Water Truck will help to raise awareness for the global water crisis one copper pineapple at a time.”
The philanthropy campaign initially launched with a cadre of Hollywood’s A-list celebrities, who united for a powerful yet playful video with purpose. Directed by SNL alum and Portlandia creator, Fred Armisen and produced by Orange is the New Black star Natasha Lyonne, the video features actors Miles Teller, Chloe Sevigny, Taylor Kitsch, Tracee Ellis Ross, Paul Scheer, comedian – George Wallace and musician – Aimee Mann in a “casting call” commercial for the campaign.