For every bottle of vodka sold, Elyx will provide access to one week of safe water (140 liters) to someone in need through Water For People’s work. For every copper pineapple drinking vessel sold, which go on sale in October, access to one month of water (560 liters) will be provided.
To help launch the five-year partnership, Jonas Tahlin, Absolut Elyx CEO, and Tom Roberts, Director of Communications, will walk four miles every day through Sept. 30, carrying five gallons of water to raise awareness of the global water crisis.
“While a spirits company and water non-profit may seem like an unlikely pair, water is the foundation of both our organizations,” Tahlin said. “We also share a commitment to integrity and sustainability, and together we hope to amplify the goals and urgency in solving the global water crisis.”
In addition, Tinsel Town’s most talented stars created a video to help raise awareness of the water crisis. Directed by SNL alum and Portlandia creator Fred Armisen and produced by Orange is the New Black star Natasha Lyonne, the video features actors like Miles Teller, Tracee Ellis Ross, Taylor Kitsch, Chloe Sevigny, Alia Shawkat, Paul Scheer, comedian George Wallace and musician Aimee Mann all engaging in a “casting call” for a commercial that never gets made.
“Water For People’s goal is to bring access to safe water to Everyone Forever and we are thrilled that Elyx is joining us on this mission,” said Eleanor Allen, CEO of Water For People. “By joining forces, Elyx will help us reach and engage new audiences, support our programs around the world, and ultimately bring access to water to 100,000 people.”
The Elyx and Water For People partnership will support Water For People’s Everyone Forever model. Through this approach, Water For People aims to reach every family, every school and every clinic with lasting access to safe water and sanitation across the nine countries in which they work.
Check out images from the LA event.
See the video below.