Strange Hill were asked to develop and in-depth strategy to assist local market segmentation around the globe for a new ultra-premium vodka from Absolut. The brand, ELYX, is a rich, traditional Scandinavian style vodka produced in a century old copper distillery in the town of Ahus in Southern Sweden.

Strange Hill developed and provided a segmentation tool that would enable any global sales force to understand exactly the style and type of drains that would be appropriate for Elyx in any outlet within their market. This tool has now been adopted by all of the market companies and is being applied worldwide.