ABSOLUT has thought well outside the bottle (or The Box even) for its new 2013 edition. ABSOLUT Elyx Dance of the Silk Veils. The brew is distilled in a 1920s vintage copper still for a ‘natural taste and silky finish’. And inspired by said silky finish, ABSOLUT teamed up with London’s The Box nightclub to create an actual ABSOLUT Elyx Dance of the Silk Veils (what else?), where layers of copper coloured silk are removed by the dancer until a magnum bottle of the tipple is UNveiled. The dance and the bottle were launched earlier this week at The Box and now, whenever anyone orders a magnum of Elyx, the dance will be performed for them at their table. …but unlike Soho’s ‘other’ sort of table dancing, the bottle is the only thing likely to end up in the buff.
Posted by Stephanie Hirschmiller at 09:30 am | Comments »