Absolut Elyx is throwing parties for Millennials with free-flowing vodka to encourage a stream of Instagrams and, hopefully, revenue.

Absolut Elyx is throwing parties for Millennials with free-flowing vodka to encourage a stream of Instagrams and, hopefully, revenue. Straying from traditional marketing, the brand is throwing luxe events that appeal to an experience-driven generation from a Hollywood hills mansion—home to the brand spinoff’s CEO and prolific party host, Jonas Tahlin. A-list celebrities and DJs can be spotted at the soirees, meant to inspire aspiration and awe in potential customers and to “promote not just the Elyx name but a fuller and richer culture.” (Inc.)