Why Absolut Elyx Is Launching A Line Of Luxury Design Products

Absolut Elyx CEO Jonas Tahlin discusses the brand's big moves.

A few weeks ago, I accepted an offer to sit down for lunch with Absolut Elyx CEO and founder Jonas Tahlin, mainly because I enjoy his product, a high-end vodka that sells for about $50 per bottle. Like most people in food media, I’d spent the previous few years circling further and further out of vodka’s orbit. Negronis, Manhattans, G&T’s — none of these go-to cocktails require a certain flavorless, colorless spirit. Why’d I come back?


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