Grey Goose Vodka

5. New York, NY - March 6, 2003 - The National Advertising Division (NAD) of the Council of Better Business Bureaus, Inc., the advertising industry's self-regulatory forum, recommended that Sidney Frank Importing Company, Inc. , modify comparative and superiority advertising claims for its product, Grey Goose Vodka . The truth and accuracy of Grey Goose's advertising was brought to the attention of the NAD by competing importer and marketer of Belvedere Vodka, Millennium Import Company . SOURCE: NAD press release

6. NAD recognized Sidney Frank's right to advertise its own commendable 1998 BTI rating, but concluded that subsequent BTI testing indicated that the advertised 1998 rating for competing product Belvedere Vodka, was likely atypical and unrepresentative of the quality of the competing product and an inaccurate reflection of its more current BTI rating. NAD, therefore, recommended that the advertiser modify its advertising and discontinue its comparative reference. SOURCE: NAD press release

7. In a statement to NAD, Sidney Frank stated that "[It] is pleased that NAD has found that the Grey Goose advertisement of BTI's 1998 taste test results is a literally accurate and truthful ad …" The advertiser, however, requested an appeal to NARB for NAD's recommendation that it modify its advertising, because it argued that BTI "… believes that there is nothing false or misleading about the Grey Goose advertising" and rejected the advertiser's requests to substitute Belvedere's recent higher rating. SOURCE: NAD press release