CIROC VODKA RANKED AMONG THE TOP THREE ULTRA PREMIUM VODKAS BY THE NEW LUXURY INSTITUTE
Survey, Conducted Among High Net Worth Consumers, Revealed in the Wake of Sean “Diddy” Combs Groundbreaking Strategic Alliance with Ciroc Vodka
NEW YORK, NY (December 10th 2007)–High net-worth American consumers ranked Ciroc vodka as one of the top three premium vodkas in the 2008 Luxury Brand Status Index (LBSI) survey from the independent New York based Luxury Institute. Grey Goose and Jewel of Russia were among the other top three premium vodkas.
“I’m not surprised by the results of the survey. I could tell the first time I tasted Ciroc that it was different, that it was smooth, that it defined luxury,” said Combs.
“Industry executives and consumers alike are aware of the intense competition among brands in this category,” said Milton Pedraza, CEO of the Luxury Institute. “Our impartial surveys are conducted with independent panels that are weighted to reflect national results, and the results are tabulated by external analytical experts. This ensures a level of transparency and objectivity that has earned us the trust of the consumers, the industry and the media. We strive continuously to earn and reinforce the trust that allows us to facilitate a constructive dialogue between wealthy consumers and luxury brands via our ratings surveys.”
In October Diageo announced a groundbreaking strategic alliance between Combs and Cîroc vodka. Ciroc is a division of Diageo, the world’s leading, spirits, wine and beer company. This exclusive US multi-year collaboration, which calls for a 50/50 profit split, is a first for the spirits industry and could be worth more than $100 million for Combs.
When Diageo first approached Combs, he considered introducing his own vodka line but after looking through a portfolio of the company’s brands, the self-described vodka drinker was “blown away” by Ciroc, a unique vodka infused with exclusive French grapes.
The proprietary Luxury Brand Status Index (LBSI) survey is the only measure of the prestige of leading brands among wealthy Americans. A national sample of 1,760 wealthy American consumers, with an average income of $346K and average net worth of $3.8 million, was surveyed online. Survey results are weighted to match demographic and net worth profiles of the same audience according to the latest Survey of Consumer Finances from The Federal Reserve.
Following are the 16 premium vodkas that were rated (in alphabetical order)
1. 42 Below
6. Grey Goose
7. Hangar One
8. Jewel of Russia
9. Ketel One
11. Skyy 90
12. Stolichnaya elit
13. Van Gogh
Cîroc is made from exclusive grapes that are harvested late in the season when temperatures are colder, distilled five times and cold fermented, providing a crisp, clean taste and citrus nose. Cîroc was launched in Chicago, New York, Atlanta, Los Angeles, San Francisco and Miami in March 2003 and nationwide that September. Cîroc, 40% Alc./Vol. (80 proof) is imported by Diageo.
For more information on Cîroc, please visit www.Ciroc.com
ABOUT THE LUXURY INSTITUTE
The Luxury Institute is the uniquely independent and impartial ratings, reviews and research institution that is the trusted and respected voice of the high net-worth consumer. The Institute provides a portfolio of proprietary publications and research that guides and educates high net-worth individuals and the companies that cater to them on leading edge trends, high net-worth consumer rankings and ratings of luxury brands, and best practices.