Ep 79. Jonas Tahlin, CEO of Absolut Elyx Company talks about their liquid silk

Meet Absolut Elyx, our single-estate, handcrafted luxury vodka. Known for its silky texture and pure, clean taste, Elyx can be enjoyed in cocktails or on its own. It also pairs beautifully with a variety of foods.

Absolut Elyx is made in Åhus, Sweden, exclusively from wheat sourced from the Råbelöf Castle farm, which has been growing wheat since the 1400s. The wheat grown here contains exactly the right balance of water and starch required.

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Absolut Elyx is manually-distilled in a 1921 copper rectification still known as Column 51. In the distillation process, copper naturally catalyzes trace compounds in the spirit, purifying the vodka and adding a highly-prized silky texture and taste.

Absolut Elyx is the result of century-old expertise that has been handed down from generation to generation. Master Distiller Krister Asplund and his team are amongst the very few who have the skills and knowledge required to operate a manual still. Together, they control the temperature and precise rate of flow during distillation by hand. Every handle, knob, and level is adjusted by hand.

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Jonas Tåhlin is CEO of Absolut Elyx and has been the Vice President Global Marketing at The Absolut Company since August 2011. As CEO of Absolut Elyx, Jonas is now based in New York since summer 2014 and in charge of the Global Brand Management and Innovation for ABSOLUT VODKA, MALIBU, KAHLÙA.

Before that, he was Vice President of Brand Development, based in London, and responsible for the implementation of market strategies and interaction among markets for ABSOLUT VODKA, MALIBU, KAHLÙA, Wyborowa, Luksusowa and Frïs. Jonas Tåhlin started his career in 1998 as an assistant brand manager at Procter & Gamble. During his years at Procter & Gamble Jonas was stationed in Stockholm, Rio de Janeiro, Geneva and Caracas. He advanced within the company to Senior Brand Manager and finally Marketing Director for various brands within Procter & Gamble.

Jonas joined Vin & Sprit as Zone Director Europe in April 2006. In 2008, after the acquisition of Vin & Spirit by Pernod Ricard, Jonas became Regional Vice President of The Absolut Company in the Americas. During his two and a half years as Regional Vice President of The Absolut Company in the Americas, sales of ABSOLUT increased dramatically.

In January 2010 he moved on to become Vice President, Marketing, Pernod Richard USA for ABSOLUT before being given the task to create an entire new department at The Absolut Company. In July 2010 he led the organizational change when the new department Brand Development at The Absolut Company moved from Stockholm to London. Jonas Tåhlin holds a Master of Science in Business and Economics from Stockholm School of Economics. Jonas’ great interests in cars takes him to Nürbergring in Germany where he test drives his personal favorites twice every year.

Absolut Elyx recently launched The Elyx House – a first-of-its-kind brand home in the heart of Manhattan. The 5,000 square foot loft space personifies the DNA and essence of brand and is also the private residence of Jonas and his wife.

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