Images: Water For People

Water is an issue everywhere—it is the single biggest issue facing the planet.

Absolut Elyx and Water For People (WFP) launched a 5-year partnership on September 9, 2015, which will bring safe water to 100,000 people. The launch was highlighted by a video directed by Fred Armisen and produced by Natasha Lyonne, which included appearances by actors Miles Teller, Tracee Ellis Ross, Taylor Kitsch, Chloe Sevigny, Alia Shawkat, Paul Scheer, comedian George Wallace and musician Aimee Mann. The video displayed auditions for an upcoming commercial, but instead of actually producing a real commercial, the money saved on production was just donated directly to Water For People, which provided 3,000 people with access to safe water. The overall message of the video was: everyone gets to help this mission, which is why the audition ended up being futile. To view the entire video, click here.

This partnership is accessible by everyone through the purchase of a bottle of Absolut Elyx or a copper pineapple drinking vessel (available in October). For every bottle sold, a week of safe water will be provided to someone in need. For every drinking vessel sold, a month of safe water will be provided.

Images: Absolute Elyx

With the overall goal to provide 100,000 people safe water, Absolut Elyx could exceed that goal if consumers purchase more bottles and drinking vessels than expected. The partnership with Water For People is purposeful to encourage the spirits industry to think about having a social impact while growing awareness and support for long-term solutions to 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,” said Jonas Tahlin, CEO of Absolut Elyx. “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. We want to ensure that we don’t just fill our own glasses, but that we also help fill the glasses of those in need with the most important drink in the world: water.”

Together we hope to amplify the goals and urgency in solving the global water crisis

Water For People is currently working in nine different countries. They collaborate with local entrepreneurs, community members, and local governments to establish reliable and sustainable safe water systems. “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.”

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Learn more about the partnership.

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