Word: superpremium
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...happened is there is a necessity for a feel-good factor for luxury," says Dana Telsey, luxury-goods analyst for Bear Stearns. "With the improvement in the environment, especially after SARS and the war in Iraq, the demand for better products is expanding to all different levels--from the superpremium, like private jets and resort residences, to the accessible Coach...
Wyborowa Single Estate's birth, several years in the making, is a textbook example of how to launch a "superpremium" vodka. Beginning in the mid-'90s with Belvedere and Grey Goose, superpremiums have transformed vodka's image from a flavorless mixer into an "affordable luxury" that costs only $15 a cocktail...
...popular vodka brand in the U.S., selling 4.5 million cases annually, but it stopped growing at about the time Grey Goose and its peers took flight. Spirits-industry analysts say that's why privately owned Bacardi recently bought Grey Goose for $2 billion: it wanted to have a hit superpremium vodka in its stable before floating an initial public offering...
...books and vitamins until 2000, when the success of the Carbolite candy persuaded executives to create more prepackaged foods. The company hired marketing veteran Paul Wolff as CEO, and since then it has launched nearly 100 low-carb products, from sliced bread to soy-based snack chips to a superpremium ice cream sold under Atkins' Endulge brand. Wolff says the "aggressive" pace of product rollouts will continue. "We're out to change the way the world eats," he says...
...Americans' ice cream palates go gourmet, even traditional formulations are taking on a more sophisticated edge. Neuhaus, the Belgian chocolatier, has brought its superpremium ice cream to the U.S. for the first time, in the form of Snobinettes Glace, which are chocolate shells filled with ultrarich vanilla, coffee or chocolate ice cream. An ice cream and sorbet maker in Dallas called Out of a Flower uses herbs, teas and edible flowers to create its exotic flavors, which include Tequila & Cilantro, Rosemary & Black Peppercorn and Texas Goat Fromage Blanc & Roasted Hazelnuts...