SOURCE: Luxury Institute

November 28, 2006 12:15 ET

Update - Luxury Institute Survey: High Net Worth Consumers Rank Woodford Reserve, Maker's Mark and Knob Creek the Top Three Premium Whiskeys

NEW YORK, NY -- (MARKET WIRE) -- November 28, 2006 -- Woodford Reserve is the leading premium whiskey brand according to the Luxury Institute's Luxury Brand Status Index (LBSI) survey. The brand ranks first for overall LBSI, and first for each component index: consistently superior quality, uniqueness and exclusivity, consumption by people who are admired and respected, and making its consumers feel special. Woodford Reserve is the clear leader in the two critical outcome metrics: being most worthy of a price premium, and the brand that consumers who are familiar are willing to recommend to people they care about most. Woodford Reserve is also the fastest-growing brand in terms of perceived stature as a premier brand. High net worth consumers cite its "smooth taste" and "consistent quality."

Maker's Mark is ranked second. The brand ranks significantly above average for LBSI on all four component indices, and for both outcome measures. The brand is also rising in stature significantly faster than the benchmark. Its smooth taste, quality and reputation were cited among whiskey connoisseurs. Knob Creek ranks third among the six premium whiskey brands tested, and like the two higher ranked brands it also rates significantly higher than the benchmark across all component indices and outcome measures.

Six premium whiskey brands were rated including: Crown Royal, Jack Daniels, Knob Creek, Maker's Mark, Wild Turkey, and Woodford Reserve.

"In a world of great specialized independent ratings firms, where J. D. Power is the leader in Auto ratings, Consumer Reports is the leader in testing consumer products, and Zagat is the leader in restaurant ratings, the Luxury Institute has emerged as the leader in luxury goods and services ratings by wealthy consumers. The Institute is entering its third year of ratings with many new categories that assist wealthy consumers in making smart purchasing decisions via the independently-derived collective voice of their own peers," said Milton F. Pedraza, CEO of the Luxury Institute.

A nationally representative sample of 1,200 wealthy consumers who have consumed or purchased alcoholic beverages in the past six months was surveyed online. Respondents had an average household income of $340k and average net worth of $2.7m. Survey results are weighted to match the demographic and net worth profile 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 objective ratings 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. Publications include the monthly Wealth Report, the Luxury Brand Status Index surveys, the Luxury Best Practices surveys and the Luxury Consumer Experience Index surveys. To reach the Luxury institute, please call 646-792-2669, or go to

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