Consumers Embrace the “Truth”: Sobieski Vodka, Poland’s #1 Premium Vodka, Topples All Prior Records for a New Spirit to Achieve the 255,000-Case Sales Milestone, Continuing to Prove the Quality is in the Bottle, Not in the Price

Dramatic Sales Growth Earns “Hot Brand” Award of the Year

PALM BEACH GARDENS, Fla. (FoodBizDaily) Sobieski Vodka, Poland’s #1 premium vodka, today announced that the brand had broken all prior records for a newly-introduced spirit to reach the 255,000-case sales milestone, as of the end of calendar year 2008. Through its creative “Truth in Vodka” campaign, Sobieski Vodka urges consumers to focus on what’s in the bottle—authenticity, quality and heritage—not gimmicky marketing nor fancy packaging. This straightforward message debunks the myths surrounding overpriced vodka and has clearly resounded with consumers who have embraced this honest, back-to-basics spirit in record numbers.

Sobieski Vodka’s U.S. market success was documented by Impact Magazine, a leading spirits trade magazine, which recently published a summary of Sobieski Vodka’s sales, as well as a spirits market review. The magazine also named Sobieski Vodka as its “Hot Brand” Award winner for its outstanding achievements in sales and marketing in the beverage alcohol industry.

“We are honored to have Sobieski Vodka’s remarkable accomplishments recognized by this esteemed award,” said Chester Brandes, President and CEO, Imperial Brands, Inc., the exclusive importer of Sobieski Vodka and a wholly-owned subsidiary of Belvédère S.A. “Our sales success proves that consumers are taking our truthful message to heart, namely, that they don’t have to pay a king’s ransom for a premium quality vodka. The recent figures by the Distilled Spirits Council (DISCUS) support our success trajectory — premium vodkas are up strongly and super-premiums have slipped. We are one step closer to achieving our goal of being the fastest new vodka brand to reach the one million-case sales milestone.”

“Especially during these difficult economic times, now moPDF Map!re than ever, consumers are seeking a premium vodka that is affordable,” said Timo Sutinen, V.P. of Marketing and Business Development, Imperial Brands, Inc. “In 2009, we will continue to ‘spread the truth’ to an even wider audience through our strategic integrated marketing campaign to help consumers overthrow the tyranny of overpriced vodkas. In addition, we plan to extend the Sobieski brand to include unique, naturally-flavored vodkas that will please both consumers and the mixology community…so stay tuned.”