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<br /> <keyword id="3759349" type="UNKNOWN" weightage="20" keywordseo="absolut-elyx">Absolut Elyx</keyword>, the handcrafted luxury vodka from the <keyword id="3759351" type="UNKNOWN" weightage="20" keywordseo="house-of-absolut">house of Absolut</keyword> has just launched one of Delhi’s swankiest and most exclusive lounges. Taking chic to an all new level, the new <keyword id="2111649" type="UNKNOWN" weightage="20" keywordseo="elyx">Elyx</keyword> lounge sits in Lalit Hotel's Kitty Su - one of the most posh and luxurious clubs near <keyword id="6638706" type="CITY" weightage="20" keywordseo="Connaught">Connaught</keyword> place, the heart of the national capital. By virtue of its positioning, Elyx is ready to appease the niche and ultra-premium party audience at Kitty Su.<br />
<br /> An epitome of luxury, the <keyword id="816214" type="ORGANIZATION" weightage="20" keywordseo="Absolut">Absolut</keyword> Elyx lounge has been designed in hues of copper to bring alive the copper distillation, exceptional purity and silky texture of the new product.<br />
<br /> Crafted from single estate Swedish winter wheat, exclusively from the <keyword id="3759348" type="UNKNOWN" weightage="20" keywordseo="rabelof-castle">Rabelof Castle</keyword> where wheat has been grown since the 13th century and manually distilled in a copper column still, Absolut Elyx is the result of century old expertise, passed down through generations of Swedish vodka makers.<br />
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We attended its launch party and believe us, it was a plush affair with Delhi’s most uber network. From Delhi’s crème de la crème to the colossi bigwigs of the social world, the guests for the evening enjoyed the brand’s truly exceptional touch and tasted what can be aptly referred to as liquid silk.<br />
<br /> The evening was further made jubilant by the presence of celebrity bartender <keyword id="1569188" type="ORGANIZATION" weightage="20" keywordseo="Yangdup-Lama">Yangdup Lama</keyword>, who created some unique mixes and cocktails with Absolut Elyx for the oofy crowd.<br />
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Here’s how this beautiful lounge looks like:

Check out the ultra
luxury party place, Delhi just got from Absolut Elyx Vodka

<p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Whether you prefer whiskey, vodka, gin, or rum, you may have noticed some recent shifts in the liquor business. </span></p><p><span style="font-weight: 400;">In an international, incredibly broad industry, it's hard to know which trends are causing seismic shifts, and which are just blips on the radar. </span></p><p><span style="font-weight: 400;">So, Business Insider turned to Gilles Bogaert, CFO of Pernod Ricard, the parent company of brands including Absolut and Jameson.</span></p><p><span style="font-weight: 400;">Here are three trends you need to know about&#xa0;that Bogaert believes are truly changing the liquor industry: </span></p><h3><strong>1. 'Home-tainment' is a new way to drink.</strong></h3><p><span style="font-weight: 400;">While restaurants and bars have historically dominated the spirits market, Bogaert says that in 2016, the focus is on discovering new moments in which consumers are drinking.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span></p><p><span style="font-weight: 400;">"At the end of the day, we [aim to] accompany the good moments of life with consumers," says Bogaert. "People, more and more, want to have good moments with their friends at home."</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>In the US and Europe, the shift is part of a growing movement to </span><a href="http://entreprendre.pernod-ricard.com/en/hometainment"><span style="font-weight: 400;">blur the line</span></a><span style="font-weight: 400;"> between entertaining at home and going out. In some emerging markets, concerns regarding safety are&#xa0;additionally helping drive at-home drinking culture. &#xa0;</span></p><p><span style="font-weight: 400;">For Pernod Ricard, the challenge goes beyond providing the correct beverages for the opportunity. </span></p><p><span style="font-weight: 400;">Succeeding in "home-tainment" means "not only bringing our bottles there," says Bogaert. The company is looking into&#xa0;helping&#xa0;organize parties and using social media as a medium to share photos from&#xa0;moments spent entertaining&#xa0;at home.&#xa0;</span></p><h3><strong>2. Consumers are getting more savvy. </strong></h3><p><span style="font-weight: 400;">In recent years, sales of Pernod Ricard's Absolut Vodka has dropped&#xa0;in the US, while Jameson Irish Whiskey has thrived. The reason for one brand's slump and the others' success is, according to Bogaert, how customers interpret the authenticity of the two brands.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span></p><p><span style="font-weight: 400;">While Jameson's Irish heritage has been front-and-center, Bogaert acknowledges that Absolut's marketing in the US got "maybe too emotional," losing its focus on the actual quality of the product. </span></p><p><span style="font-weight: 400;">Now, the company is refusing to make the same mistake again.</span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image on-image"></div><p></p></div></div></span></p><p><span style="font-weight: 400;">So, instead of releasing new, out-there flavored vodkas and whiskeys, the company is promoting authenticity and quality. Absolut recently release 'Oak by Absolut,' vodka made in oak barrels, as well as Absolut Elyx, a "handcrafted luxury" vodka. In October, the vodka brand revamped its bottle branding for the first time it debuted in 1979 </span><a href="http://www.bloomberg.com/news/articles/2016-01-27/peak-vodka-absolut-smirnoff-fight-18-billion-u-s-market-lull"><span style="font-weight: 400;">to emphasize its authenticity, heritage, and quality</span></a><span style="font-weight: 400;">. </span></p><p><span style="font-weight: 400;">The quest for authenticity also shaping acquisitions. In late January, Pernod Ricard acquired a majority stake in "</span><a href="http://www.bloomberg.com/news/articles/2016-01-29/pernod-ricard-said-to-be-in-discussions-to-acquire-monkey-47-gin"><span style="font-weight: 400;">hipster-favorite</span></a><span style="font-weight: 400;">" Monkey 47 gin, despite already owning mainstream gin brands Beefeater and Seagram's.</span></p><p><span style="font-weight: 400;"><div></div></span></p><p class="embed-spacer"><span style="font-weight: 400;">"If we want to recruit the new consumers, millennials, we need to adjust a few things in our ways of working," says Bogaert. "We have a fantastic starting point… all of our brands have a strong heritage and history. Absolut is coming from Sweden - it isn't coming from just anywhere."</span></p><h3><strong>3. E-commerce is essential. </strong></h3><p><span style="font-weight: 400;">When asked what he thinks is the top&#xa0;change shaping the liquor industry today, Bogaert had a surprising answer.</span></p><p><span style="font-weight: 400;">"The digital revolution," he says. "It fundamentally changes the way we interact with the consumer, it changes the way marketing is done, and it can bring us a competitive advantage if we move ahead of the others"</span></p><p><span style="font-weight: 400;"><div></div></span></p><p class="embed-spacer"><span style="font-weight: 400;">In the next seven to eight years, Bogaert says that Pernod Ricard hopes that 5% of all sales will be through digital channels. The company already has its own digital platforms selling brands in countries including the UK and France, and is utilizing relationships with ecommerce giants like Amazon to further grow sales. </span></p><p><span style="font-weight: 400;">More immediately, social media and online marketing give the company a direct line to customers. Pernod Ricard can&#xa0;quickly&#xa0;respond to consumer habits and concerns, as well as meeting consumers where they already are. That, according to Bogaert, is an even bigger shift than any drinker's preference for whiskey or vodka. </span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/popular-drinks-through-the-decades-2016-2">This is the most popular drink during each decade of the last 100 years</a></h3>        <div>            <div>        <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="9yYXVyMDE6r_RQFK7wduBXQqJH21WhJV" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>        </div>        </div>            </div>

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Check out the ultra luxury party place, Delhi just got from Absolut Elyx Vodka

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