Elit Vodka has introduced its Chic Elit activation to Mykonos this summer, bringing a refined vodka ritual to one of Europe’s most influential luxury nightlife and hospitality destinations.
The programme positioned Mykonos as a showcase destination for Elit Vodka, with curated venue activations, elevated bottle presentation, bartender advocacy and social-first content designed for both Greek and international audiences.
Elit is built for premium cocktail bars, five-star hotel bars, rooftops, luxury beach clubs, specialist cocktail bars, high-end restaurants and nightclubs. These are the environments where our target consumer discovers premium brands and where the trade can best showcase Elit’s smoothness, clarity and versatility.
Chic Elit is a refined signature cocktail elaborated by Salvatore Calabrese, the globally renowned cocktail maestro, author and creator of many unique drinks. Best known internationally as ‘The Maestro’, Calabrese worked as bar manager at the prestigious Lanesborough Hotel in London and is recognised globally for his contribution to cocktail culture and refined drinking rituals.
In this activation, Chic Elit was presented as Elit Vodka’s signature summer serve: chilled Elit Vodka, champagne and orange bitters, served in a frozen glass and garnished with an edible flower. The ritual highlighted Elit’s smoothness, clarity and minimalist luxury codes.
Built around the idea of Chic Elit as a sophisticated summer serve, the activation connected Elit with high-end hospitality environments where premium consumers, international guests and leading trade partners come together. The programme focused on selected trend-leading accounts in Mykonos, including venues such as Cavo Tagoo, Scorpios and Interni, alongside wider premium on-trade visibility across the island.
“Chic Elit was not just a seasonal activation; it was a new premium drinking proposition for the trade,” said Stoli Group CMO Marina Troyanovskaya. “Mykonos offers a unique combination of luxury hospitality, global visibility and cultural influence. By bringing Elit into this environment through a refined cocktail ritual, we created a stronger reason for venues, bartenders and consumers to engage with the brand.”
The group brand manager & on-trade marketing lead at WS Karoulias SA, Dimitris Andreou, added: “Mykonos is one of the world’s most influential luxury destinations. Chic Elit offered the trade a fresh and elegant proposition that was easy to understand and highly relevant to the island’s affluent guests. It also provided a platform to strengthen Elit’s visibility and recommendation across Greece.”
The activation focused on three key priorities: strengthening Elit’s visibility in premium on-trade accounts, building bartender and venue recommendation around the Chic Elit serve, and creating a global content bank that can support Elit’s international luxury lifestyle positioning beyond Greece.
The content strategy, meanwhile, was built around four pillars: the Chic Elit serve, the venue halo, bartender and trade advocacy, and the global lifestyle appeal of Mykonos. Assets were developed for Elit Greece and international Elit channels, including hero reels, venue-specific videos, premium stills, social cutdowns and UGC from participating venues and creators.
The Chic Elit Mykonos activation formed part of Elit Vodka’s broader ambition to strengthen its role in luxury social occasions, connecting product quality with premium hospitality, cultural destinations and memorable serve rituals.
