Word: premium
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...singer Madonna spent about $100,000 last year on a matching pair of custom Beretta SO9 over-and-unders for her husband. In the past two years, despite the global recession, Beretta Holding reports a 15% increase in sales of such "premium grade" guns. The company earns most of its profits from mass-produced weapons such as military handguns, but its annual premium-grade sales of $30 million represent 8% of its revenues and more than one-third of that worldwide market. (Beretta doesn't disclose how many guns it sells...
Buyers don't consider the guns an indulgence. "Premium guns are very good at holding their value," says Will Hetherington, an editor at the British Shooting Gazette. "They're seen as an investment, more along the lines of a piece of art. Many owners never take them out of the house." Others, though, are using their guns right now, during the fall hunting season across North America and Europe. Beretta sells the shotguns at a handful of specialized "galleries," including one on Madison Avenue in New York City and another in Dallas. A new one will open in March...
Throughout much of the first half, yards had come at a premium for Harvard. But Fitzpatrick assumed the reigns of the Crimson offense with just under five minutes remaining in the second quarter and energized the Harvard attack, using both his right arm and his legs to lead the Crimson to three third-quarter touchdowns...
...triggered by Spain's E.U. accession when "tariffs came down and growth took off." Pending E.U. enlargement, however, the hot market is South Korea, where last year sales swelled over 20% to reach $256 million. Edrington has just inked a $25.6 million-a-year deal to sell premium whiskies blended specially for the Korean market under the Lancelot label. "It's a market that sells on quality," says Good, whose company plans to charge around $355 a bottle for the 30-year-old version of its Lancelot range. "The Koreans don't balk at paying top prices for top Scotch...
...Rise, baking is a highly scientific process—ingredients are calculated by percentages of the total product, everything is weighed on calibrated scales and recipes are adjusted seasonally for humidity. The recipes are simple—the secret is in the premium ingredients. The butter is Plugra, European-style with a high butterfat content and less moisture than standard supermarket fare, and flours come from Vermont and North Carolina. There are corn kernels in the Corn Bread, sprouted wheat berries in the Huron Loaf and plump golden raisins in the Raisin-Pecan Bread. And, as the bakers proudly tell...