Groove Launches Experiential Site for Absolut Elyx Brand

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Creative Team led by Ethan Giffin leverages unique “Create Your Own Adventure” for powerful interactive experience for http://www.absolutelyx.com

'Groove crafted an experience that allows our customers to have a deep, immersive experience,' said Jeremie Moritz, Elyx’s Director of Digital.

Groove, an eCommerce website design and development firm, announced today the launch of a revolutionary new interactive digital experience for its partner, Absolut Elyx, that creates a user journey as unique and authentic as the exclusive handcrafted spirit. Absolut Elyx is a Single State, Copper Crafted, luxury expression of Absolut Vodka. Every bottle is made with soft winter wheat harvested from a single estate, in Åhus, Sweden.

Based on the concept of the popular “Create Your Own Adventure” storybooks, Elyx’s new site lets the user to create their own journey throughout the site. Consumers can move effortlessly from a tour of Elyx’s proprietary copper-distillation process to the Råbelöf Estate in in southern Sweden where the vodka’s soft winter wheat is grown. Each journey is unique and highlights the Copper Distillation process that makes Elyx special.

“The Elyx brand is progressive luxury, highlighted by our dedication to integrity in the making from seed to bottle, elevating hospitality with our Copper Universe and not forgetting to give back via our partnership with Water For People.  Groove crafted an experience that highlights all of these aspects, and allows our customers to have a deep, immersive experience,” said Jeremie Moritz, Elyx’s Director of Digital.  

This approach to the site grew from a vision Groove had to give the site an audience-centric narrative, and organize the content around the compelling history of this Single Estate Winter Wheat Vodka doing things differently.  By employing this creative way to tell the Elyx story, Groove created not just an aesthetically beautiful site but one that makes the journey different for every visitor.

Other highlights of the site include original recipes and a tie-in to User Generated Content with third-party vendor Stackla, adding another socially engaging component to the site.

ABOUT GROOVE COMMERCE:
Groove is an integrated digital agency that provides a suite of services to online storefronts including eCommerce website design and development, managed eCommerce consulting, and digital marketing.  Groove is based in Baltimore, Maryland and can be found on the web at http://www.gotgroove.com.

ABOUT ABSOLUT ELYX:
Absolut Elyx is a Single State, Copper Crafted, luxury expression of Absolut Vodka. Every bottle is made with soft winter wheat harvested from a single estate, in Åhus, Sweden. Elyx is distilled using sacrificial copper and further rectified by hand using a copper vintage still from 1921. This unique use of copper in the distillation process removes unwanted impurities and gives Elyx a distinct character and unparalleled silky smoothness.

Jonas Tahlin, CEO of Absolut Elyx, and his team are knowledgeable to oversee the century-old distillation process that has been passed down through generations of Swedish vodka-makers. Absolut Elyx has joined forces with Water For People to drive awareness and support for long-term solutions to the global water crisis. Through their partnership, every bottle of Elyx sold in the USA and every purchase from the Elyx Boutique will provide one week of safe water to those in need. Since the launch of the partnership in September 2015 Elyx has provided access to safe water to over 30,000 people.

Discover more about Elyx at http://www.absolutelyx.com, http://www.elyxboutique.com and on Instagram @AbsolutElyx.

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Stephanie Warren
Groove Commerce
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