At last, vodka can provide you with something other than questionable decision-making skills and a hangover. By partnering with Water for People, Absolut Elyx, a vodka so glorious even its most aggressive hangover is quite manageable (trust me, I’ve tested this), alcoholics and casual boozehounds everywhere can feel just plain good about drinking vodka. This is because for the next five years, with each bottle of Elyx purchased, the company will provide one week of safe drinking water for someone in need (that’s about 560 liters).
“We didn’t want to be another one of those shallow vodka brands,” explains CEO Jonas Tahlin. “I looked at other brands that I admire, like Warby Parker and Toms, that have built some social purpose and cost into their business model. Nobody’s really done that in the liquor industry. Vodka is lacking in integrity.”
To launch the initiative, Elyx tapped Fred Armisen to direct a short film, produced by Natasha Lyonne. Together they hand-picked a slew of desirable celebs (Taylor Kitsch, swoon) to (hilariously) announce the collaboration.
Water for People and Elyx is a natural fit – after all, vodka is 60% water – and over the five-year partnership, Elyx will provide at least 100,000 people with clean water, a necessity Tahlin himself has learned to appreciate more than ever. “For the past seven days I’ve been carrying five gallons of water for four miles,” he says, a hardship 1.8 billion people worldwide must endure every dady to provide their families with clean water. “It’s mainly women who do this, it’s crazy! Five gallons of water weighs something north of 40 pounds. And it’s not like they’re walking on clean, flat roads like I did, these guys are doing it every single day on risky routes with dangerous animals.”
Day 2: Ok, so adding 20 degrees of Fahrenheit and 20 degrees of incline made my #walkforwater2015 go from uncomfortable to unbearable, but then I suspect it’s also a better representation of reality for the 1.8 billion who do this every day. To learn more follow link in bio. #drinkwithintegrity @absolutelyx @waterforpeople #mywalkistougherthanyours @thetomroberts
The only perk? “I lost a few pounds as well.”