DuJour Navigation

The Greatest Luxury We Take for Granted, Presented by Absolut Elyx

The elite vodka brand commits to providing access to safe water for over 100,000 people

Plenty of brands lend a helping hand to philanthropic organizations from time to time, but it takes true commitment to the cause to sign on for a five-year partnership. And that’s just what Elyx, the luxury-vodka branch of the Absolut Company, did with international non-profit Water for People (WFP). Based on the Everyone Forever model the organization has created, WFP aims to build lasting safe water infrastructure that sets populations up for continued success long after their team has left the region.

On a recent trip to Peru, Absolut Elyx CEO Jonas Tahlin had the chance to witness WFP in action. 

“While a spirits company and water non-profit may seem like an unlikely pair, water is the foundation of both our organizations,” said Tahlin. “We also share a commitment to integrity and sustainability, and together we hope to amplify the goals and urgency in solving the global water crisis.”

To begin, every bottle of Elyx sold will now provide one week of safe water (equivalent to 140 liters) to a person in need. And starting this October, every one of the brand’s iconic copper pineapple drinking vessels sold will provide safe water for one person for one month (equivalent to 560 liters).

In addition to donating money directly, Elyx is also bringing awareness to the cause in unique ways that only a luxury-spirits brand could. To kick off the relationship, Elyx made a video directed by Portlandia creator Fred Armisen and produced by Orange is the New Black actress Natasha Lyonne. The star-studded short features some of Hollywood’s biggest names—Miles Teller, Tracee Ellis Ross, Taylor Kitsch, Chloe Sevigny and Aimee Mann, just to name a few.

Check out the video below and start mixing up vodka-infused refreshments knowing that you’re helping a wonderful cause with every sip.