Absolut, the largest food and beverage exporter in Sweden, has created a new sub-brand called Elyx. According to Mumbrella, Absolut says the vodka is targeted at consumers that appreciate the craftsmanship of the products they buy. Absolut points out the “farmpunk” movement as an example of their target market. I had never heard of farmpunk before. Apparently they make interesting furniture, though That Green Stuff describes farmpunk as “a neo-agrarian who approaches [agri]culture, community development and/or design with a hacker ethos.” So, whatever that means.

After Absolut launched Level, I’m not sure why they need yet another brand. I want to make the comparison of Absolut/Level/Elyx to Toyota/Lexus/Scion, but I’m not sure how all that fits together at Absolut. Whatever the case, I can’t wait to try it!