The Tasting Panel magazine

May 2013

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Page 67 of 148

CREDIT: PHOTO: MARIA SCHRIBER be just another tall frosted bottle on the backbar—everyone does that!" comments Cutier. "When we launched ABSOLUT in the U.S. in the '70s, we totally lipped conventions on the usual codes of vodka, and that's what we're doing again with ELYX," comments Kouchnir. "We're making a statement about luxury vodka that will, again, change the vodka world's perception of elegance and balance. It retains the core of our values, and takes luxury to new heights. ELYX is absolute elegance," he continues. While we're not quite sure whether Kouchnir meant "ABSOLUT" or "absolute," we're positive of this: ELYX is certainly both. PHOTO: NIKKI RICHTER There's been a lot of misunderstanding of what luxury is. Luxury does not equal bling. Luxury is a value of substance and style, and ELYX is redeining luxury for the vodka category." For further evidence that ELYX distances itself from the rest of the luxury vodka pack, the brand has chosen a uniquely-styled bottle, gorgeously inlaid with copper bands that invoke the spirit of the long-lost copper still and distillation process. Stout with squared shoulders, the packaging is evocative of the iconic ABSOLUT shape, but with Art Déco elegance that's a far cry from the "been there, done that" packaging we so often see in the premium space. "We didn't want to Michael Nguyen, Bar Manager, Vanessa's Bistro. Nice and Neat "When I irst tasted ELYX, I was astonished, says Michael Nguyen " of Vanessa's Bistro in Northern California. "Not to mention, I was very impressed. " As the Beverage Manager of both locations for this Northern California mini-chain, Michael Nyugen, whose mother is the owner, is very particular about what he serves his guests. "This is completely a family business and we treat our customers like family, as well, " he explains. "We focus on quality throughout the process—from the ingredients, all the way to service. " "My mother goes to the farmer's market every week and still tastes all of the produce before she buys it, Nguyen says. "So when I heard " that ELYX uses all hand-selected estate wheat, has a reduced number of people on its team and doesn't use any computers, that premium quality control was something that we really appreciate. " Nguyen says that this attention to detail is obvious in ELYX's taste. "ELYX makes such a great tasting item neat!" he says. "I have noticed the best way is the most simple way: neat with a twist or a slightly stirred Martini!" — B. D. Simple Martini ◗ 3 oz. ABSOLUT ELYX ◗ Splash of sweet vermouth ◗ Serve up, stir slightly and garnish with a twist.  With such refined character, ABSOLUT ELYX is at its best neat, or in simple cocktails. Michael's Tasting Notes "It is so creamy with great viscosity. There is a hint of vanilla . . . and it's just really easy to love. " may 2013 / the tasting panel / 67

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