MEET ABSOLUT VODKAS WATER BOY

Tom Roberts runs the Social Impact division at Absolut Elyx - Absolut’s new single estate vodka whose goal it is to overtake the luxury segment in vodka.

In many ways, Tom is the archetype of the preppy idealist who is out to save the world. He’s a professional sailor and cares deeply about the environment. He graduated with a geography degree from Cambridge - where he, remarkably, given his current role, often served as the water boy on the school’s rugby team.

“I never saw myself working for a global vodka brand. I mean what good could it do? But what’s exciting today is the convergence of private business and non-profits. Each has their own strengths and their own role to play in solving some of the biggest challenges that face our planet. It’s amazing to be part of that.”

According to Tom, you can’t do business today if your brand doesn’t stand for something.

“I believe purpose is at the core of every successful business, especially if you’re building for the long term. It’s what both inspires your customers, and motivates your employees,”

For Tom and Elyx, that purpose is transforming the vodka category, and doing something to mitigate the global water crisis. Today, Absolut has partnered with the Colorado-based organisation Water For People to reduce that number by 100,000 over the next five years.

“This is no campaign, it’s a long term partnership where we have built contribution and impact into every part of business. So if our selling some bottles can help them do what they do best, as well as instigate some creativity and action around the water crisis, then we’re happy”.

WATCH THE 2.5 MINUTE FILM ABOUT TOM ROBERTS HERE: https://youtu.be/OkCBvi6Ugtw

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THE PARTNERSHIP BETWEEN ABSOLUT ELYX AND WATER FOR PEOPLE

Water For People and Absolut Elyx, under the Absolut brand, are joining forces on a 5-year mission to bring access to safe water to over 100,000 people worldwide. Water is the foundation of both our organizations, but it's our shared commitment to integrity, creativity, and sustainability that brought us together. This 5-year movement will facilitate change, not just for one day, or even one year, but for generations to come.

Nearly 500,000 USD and 15,000 people have gained access to safe water for generations to come as a result of the partnership between Absolut Elyx and Water For People.