‘Farm punks’ targeted with Absolut launch of premium vodka brand Elyx

Absolut Elyx

Vodka brand Absolut has launched new sub brand Elyx, targeting a demographic it has labelled “farm punks”.

The premium brand, retailing at a recommended $64.95, is aimed at hipsters looking for more low key, crafted brands, Absolut claims. The product is the furthest that Absolut has moved into the premium market in Australia.

According to the company: “The release of Absolut Elyx coincides with the emergence of a group of consumers who not only appreciate the skills and passion associated with hand craftsmanship, but actively seek out those brands for which the integrity associated with this approach is paramount.”

Anne Martin, marketing director of parent company Pernod Ricard Australia, said: “Some consumers are moving away from so called ‘mass-tige’ products that are flashy and showy and towards those where true quality and craft lies at the heart.”

The farm punks label was created by US consumer analysis group, Bonamy Finch to identify a demographic that included “eco-friendliness, creativity, and a certain humbleness”.

The brand has been seeded in a four month campaign targeting the farm punks by word of mouth agency Soup. Sydney agency Cav Con is running media and experiential campaign including a blind tasting for press and influencers in Melbourne.

farm punks absolut



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