Luxury Institute News

January 9, 2014

Top-Shelf Toasts: Wealthy Consumers Reveal Preferences Among Champagne And Liquor Brands In Luxury Institute Survey

(NEW YORK) January 9, 2014 – After ringing in another new year, the premium spirits industry is looking forward to a robust 2014. To determine which brands carry the most prestige, the New York-based Luxury Institute conducted its 2014 Luxury Brands Status Index (LBSI) survey to gather opinions of eight high-end champagne brands and 29 liquor brands from four categories. Respondents age 21 and older have an average income of $282,000 and net worth of $3 million. Brands rated include:

Champagne: Cristal, Dom Pérignon, Domaine Chandon, G.H. Mumm, Moët & Chandon, Perrier-Jouët, Champagne Taittinger, Veuve Clicquot

Gin: Bombay Sapphire, No. 209, Hendrick’s, Plymouth, Tanqueray

Scotch: Balvenie, Chivas Regal, Dewar’s, Glenfiddich, Glenlivet, Glenmorangie, Johnnie Walker Blue, Macallan

Tequila: 1800 Reposado, Cabo Wabo, Corazón, Don Julio, Herradura, Jose Cuervo Reserva, Patrón, Sauza Tres Generaciones

Vodka: Absolut, Belvedere, Chopin, Cîroc, Grey Goose, Ketel One, SKYY, Stolichnaya Elit

The LBSI is calculated by averaging each brand’s scores on five separate components of status that relate to premium spirits: quality, taste, packaging, worthiness of a premium price, and appropriateness as a gift.  Respondents also reveal total spending on high-end spirits, as well as personal history with particular brands and the brand that they will most likely buy next.

“Brand status is the key to achieving sustainable growth, especially in saturated categories,” says Luxury Institute CEO Milton Pedraza. “Listening directly to the voice of the wealthy consumer will help champagne and liquor brands stand out on the shelves.”

Patron outranked its competitors in tequila and Balvenie took the lead in premium scotch. To find out more about the rankings within each category, contact us with any questions or for additional information.

About the Luxury Institute (www.luxuryinstitute.com)
The Luxury Institute is the objective and independent global voice of the high net-worth consumer. The Institute conducts extensive and actionable research with wealthy consumers globally about their behaviors and attitudes on customer experience best practices. In addition, we work closely with top-tier luxury brands to successfully transform their organizational cultures into more profitable customer-centric enterprises. Our Customer Culture consulting process leverages our fact-based research and enables luxury brands to dramatically Outbehave as well as Outperform their competition. The Luxury Institute also operates LuxuryBoard.com, a membership-based online research portal, and the Luxury CRM Association, a membership organization dedicated to building customer-centric luxury enterprises.

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