SOURCE: Luxury Institute

December 10, 2007 11:00 ET

Luxury Institute Survey: High Net-Worth Consumers Rank the Best Tequilas: Patron, 1800 Reposado and Herradura

NEW YORK, NY--(Marketwire - December 10, 2007) - High net-worth consumers rated Patron the most prestigious tequila by a wide margin in the 2008 Luxury Brand Status Index (LBSI) survey from the independent New York-based Luxury Institute ( Respondents said Patron is "the best of the best" and "has a smooth taste." The brand had the highest score for all LBSI components and both outcome metrics. 1800 Reposado and Herradura were ranked second and third, respectively.

"The Luxury Institute was created for high net-worth consumers who believe that peer-to-peer ratings are the most informative and accurate guides to use in making intelligent purchasing decisions in all categories of luxury goods and services," said Milton Pedraza, CEO of the Luxury Institute. "Even in the arena of wines, liquors and spirits, where so many so-called experts exist, we believe that our surveys, which deliver the collective wisdom of this highly-educated, savvy, and largely self-made group, deliver far more accurate ratings since they reflect the impartial views of high net-worth consumers on metrics that really make a difference."

Following are the 11 tequilas that were rated (in alphabetical order):

1.  1800 Reposado        7.  Herradura
2.  Cabo Wabo            8.  Jose Cuervo Reserva
3.  Cazadores            9.  Milagro Reposado
4.  Corazon              10. Patron
5.  Don Julio            11. Sauza Tres Generaciones
6.  Gran Centenario

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.

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. The Luxury Institute also operates the Luxury Board (, the world's first global, membership-based online community for luxury goods and services executives, professionals and entrepreneurs. To reach the Luxury Institute, please call 646-792-2669 or go to

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