The Tasting Panel magazine

March 2016

Issue link: http://digital.copcomm.com/i/646914

Contents of this Issue

Navigation

Page 48 of 116

48  /  the tasting panel  /  march 2016 SPACES L ong known for its exciting events, Pernod Ricard rang in the 2015 holiday season at the new Elyx House in Manhattan's Meatpacking District. A combination event space dedicated to promotional activities surrounding the marketing of Pernod Ricard's newest vodka and living quarters for Absolut Elyx CEO Jonas Tahlin, Elyx House, with its rustic wood paneling and copper accents, is an ode through interior design to the meticu- lous craftsmanship that goes into each bottle of its namesake spirit. That spirit, Elyx, made from single estate–grown wheat and distilled in a 1921 vintage copper still, is the first terroir-driven vodka released by venerable Swedish producer Absolut, and heralds in a new era in the premium vodka category, which, in recent years, has seen a fair chunk of its market share chipped away by the growing popular- ity of the world's whiskies. "Although whisk(e)y has taken its place at the top in terms of value in the U.S., vodka is still number one in terms of volume, with 'pure' vodka—which is unflavored—leading the category," says Bryan Fry, President and CEO of Pernod Ricard USA. While currently under the Absolut umbrella, Elyx is actually a separate company with an independent distilla- tion team and corporate structure, both led by Tahlin. "We want to build Elyx as an independent luxury brand for the discerning vodka drinker," he says, "and Elyx House is the perfect platform through which to promote the fresh new ideas behind this unique product." Vodka's Housewarming PERNOD RICARD CELEBRATED THE HOLIDAYS AT ELYX HOUSE IN NEW YORK The new Elyx House in Manhattan's Meatpacking District is a combination event space dedicated to promotional activities surrounding the marketing of Pernod Ricard's newest vodka and living quarters for lucky Absolut Elyx CEO Jonas Tahlin. Elyx is the first terroir-driven vodka released by venerable Swedish producer Absolut. by David Ransom PHOTO COURTESY OF ABSOLUT VODKA PHOTO: DUSTIN DOWNING PHOTO COURTESY OF ABSOLUT VODKA

Articles in this issue

Archives of this issue

view archives of The Tasting Panel magazine - March 2016