‘Farm punks’ targeted with Absolut launch of premium vodka brand 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.
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What happened to Absolut?
They used to be a great brand. Number 1 in the category. And now they are slipping into irrelevancy by trying to be too cool for school. (And not really succeeding at that either.)
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Wankers.
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Premium vodka. Is there a more pointless category?
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“Blind tasting” of vodka … a tasteless substance. Still, if pretentious wankers want to throw away $65 on a bottle of vodka that seems like poetic justice to me.
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One of those ‘don’t knock it til you’ve tried it’ product. I had some a travel retail ~12 months ago and it honest to god tastes different to vodka.
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I had a mass-tige once.
I like the idea of farm-punks, though. There’s a sparkly light to shine in the client’s eyes.
Farm punks were called “foodies” in the time before hipsters.
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@tba
You’re such a farm punk.
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@tba – I think you were tasting the brand not the beverage
If you have $65 to throw away you might as well buy two facebook shares
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it’s official, this industry has just disappeared up it’s own arse
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@tba agreed. I tried it at the airport thinking it will be the same as other vodkas, but it is def better and very good. They fail to mention in the article it is copper filtered unlike any other vodka and the resulting taste is quite different. But too be honest, unless you drink it straight you won’t notice.
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I didn’t realise so many people shared my opinion.
I have seen these guys out and about, attended their functions and have always wondered why they point their budget at the most fickle crowd in Australia.
As soon as the free drinks are over, people head to the bar and order a Grey Goose.
I believe some old fashioned marketing and advertising with a reason to believe needs to come back on the table.
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Man (comment 11), that’s crazy talk!
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Like the niche group ID . . not sure Farm Punks quite cuts it though. Feels too manufactured.
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