SOURCE: Luxury Institute

January 21, 2008 11:00 ET

Luxury Institute Survey: High Net-Worth Consumers Rank the Best of the Best for 2008 in Liquors Categories

NEW YORK, NY--(Marketwire - January 21, 2008) - Most wealthy consumers drink responsibly, but are they consuming prestigiously? High net-worth consumers rated Dom Perignon the Best of the Best of all brands in the alcoholic beverage categories surveyed in the 2008 Luxury Brand Status Index (LBSI) survey series from the independent New York-based Luxury Institute ( Respondents who recommend Dom Perignon say it is "timeless," is for "momentous and special occasions" and it has "superior quality."

The LBSI asks high net-worth consumers to rate wines and spirits brands across four equally weighted components: Consistently Superior Quality, Uniqueness and Exclusivity, Making the Customer Feel Special and Being Consumed by People who are Admired and Respected.

             The Best of the Best are: (LBSI score out of 10)

    Liquor Category                Winner                   LBSI Score
Champagne/Sparkling Wine        Dom Perignon                   8.14
Tequila                         Patron                         8.01
Scotch                          Macallan                       7.66
Wine                            Far Niente                     7.65
Vodka                           Grey Goose                     7.59
Gin                             Bombay Sapphire                7.50
Cognac/Liqueurs                 Grand Marnier                  7.49
Rum                             10 Cane                        7.49
Whiskey                         Woodford Reserve               7.43

"In a world of so-called 'Best' lists determined by magazine editors, conflicted committees and biased consumer panels, the Luxury Institute's surveys stand out for using independent, unbiased panels and third party tabulators to create valid, peer-to-peer ratings and reviews of luxury goods and services brands," said Milton Pedraza, CEO of the Luxury Institute. "There are many sponsored infomercial and advertorial ratings and rankings published today that are highly conflicted. Wealthy consumers tell us they are leery of hidden crass commercialism masquerading as legitimate research, especially given what has happened with auditors, stock ratings, debt ratings and other critical ratings that have proven suspect. The Institute's impartial research ensures a level of transparency and objectivity that has earned us the trust of the consumer, the industry and the media. We strive continuously to reinforce the trust that allows us to facilitate a constructive dialogue between wealthy consumers and luxury brands via our ratings surveys."

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 1,771 wealthy American consumers, with an average income of $351K and average net worth of $4.3 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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