The Tasting Panel magazine

March 2014

Issue link: http://digital.copcomm.com/i/271567

Contents of this Issue

Navigation

Page 103 of 128

march 2014 / the tasting panel / 103 M ade from single-estate wheat, manually distilled in a 1921 copper still and entirely handcrafted (read: no computers . . . at all), ABSOLUT ELYX is a silky, luxurious vodka that has earned its way to that top shelf. "This was a human vision. Every step of the production process is controlled and takes place in a 15-mile radius in southern Sweden," explains Nick Guastaferro, Brand Director for ABSOLUT. "ELYX is handcrafted luxury." The term "handcrafted" is thrown around a lot these days, but when ABSOLUT says it, they mean it. "Every step of the production process is controlled manually," Guastaferro notes, "it's only those people who make the product. It's time consuming, but worth it." Well worth it, in fact. "ABSOLUT has done a pretty remarkable job of reevaluating what's important in the past year. With ELYX, they completely focused in: They found the best of the best wheat, went back to the old techniques and used the copper still," said Dan Sabo, Beverage Manager at the cutting-edge Ace Hotel Downtown Los Angeles. It is the story, the human touch and the silky smooth- ness that has made mixologists across the country fall in love with ELYX (see sidebars). Sabo explains why the Ace Hotel, new to Downtown L.A. and already garnering an impeccable reputation, found a place for ELYX on its back bar and cocktail menu: "It's the single-source mentality, using the best of the best and going back to the traditional techniques that resonates with our story and motto." "Bartenders and consumers alike can taste ELYX and instantly become aware of how special it is," says Guastaferro. "We want to make sure they understand why it's so smooth and what to do with it." Sabo is a fan of showing off the smooth spirit in mixed drinks: "ELYX really shines in traditional, delicate cocktails, specifically the Martini." Taking a cue from the production process, the ABSOLUT team is keeping ELYX excellent. "We're really excited about the launch and to have ELYX out there," says Guastaferro. "However, we're taking the curated approach here. We're making sure that we really con- tinue to execute well. It's all about product education. We want to make sure that the bartenders and consumers really understand what makes ELYX so unique—hand- crafted through and through." "My first impression of ABSOLUT was the texture—it's insanely velvety," says Ben Hehir, Bar Manager at ACME in New York. The restaurant, bar and lounge offers their Downtown NYC patrons a beautiful environment to enjoy an even more stunning cuisine and cocktail menu. Critically acclaimed, ACME is someplace where custom- ers can expect to love what they order. "Since we started selling ABSOLUT ELYX, it's done very, very well," Hehir explains. "It's an easy seller for quality and people are calling for it now. It's such a surprise on the palate." It's the velvety roundness that makes ELYX such a wonderful choice for new twists on traditional cocktails such as the Old Fashioned Grafter. Old Fashioned Grafter Z 2 oz. ABSOLUT ELYX Z 1 sugar cube soaked in ACME Barrel Aged Bitters Z Garnish with grapefruit and lemon twist. ICONIC FOR ITS GROUNDBREAKING INNOVATION, COPPER-DISTILLED ABSOLUT ELYX LOOKS TO THE PAST FOR INSPIRATION New York Velvet Ben Hehir, Bar Manager at ACME, mixes up an ELYX Old Fashioned Grafter.

Articles in this issue

Archives of this issue

view archives of The Tasting Panel magazine - March 2014