Absolut Elyx and Water for People are on a mission to change the world.
Well, more specifically, we at Absolut Elyx are simply doing whatever we can to support Water for People on its mission to provide safe drinking water to the 1.8 billion people worldwide for whom that is currently an unattainable luxury.
In 2015, Absolut Elyx pledged to donate a portion of its proceeds from this very Boutique to Water for People, because we felt it was time to "walk the walk," so to speak. Our product – all vodkas, in fact – is made with over 50% water. Furthermore, we and countless others in the world tend to take the availability of clean drinking water for granted. But for so many, access to clean drinking water ranges somewhere from difficult to impossible. It's our goal to change that, because no one should lack the most essential resource on the planet.
Speaking of walking the walk, to prove we meant business our CEO, Jonas Tåhlin, kicked off the partnership in 2015 by traveling to Peru with the Water for People team and spending the week walking 4 miles per day just for clean water. It was an eye-opening experience for Jonas, and made it abundantly clear how important this partnership really was.
And now, philanthropy is part of our business model as much as marketing or operations.
Each time a bottle of Absolut Elyx vodka is sold, we donate 1 week's worth (140 liters) of safe drinking water to those in need. And when we launched the Elyx Boutique (you know, that beautiful site filled with copper goodies that you're on right now) in November of 2016, we extended that policy to include every copper item sold, too.
But we didn't stop there. We also began an initiative called #RaiseItForward. Each year, in the month between World Water Day (March 22) and Earth Day (April 22), we put out the call for anyone and everyone to post a picture on Instagram of themselves raising a glass (or a Copper Pineapple, if you're so inclined) to help us reach our goal. Each post during that month with the hashtag #RaiseItForward equals – you guessed it – a donation from Absolut Elyx in the form of 1 week's worth of clean water.
It's time to make sure everyone in the world sees their glass as half full, don't you think?