Have You Seen This Bottle? Designer EFFEN Vodka Bottle Worth $10,000 Reported Stolen From Miami Swimwear Show MIAMI, July 22 /PRNewswire/ -- Local authorities are reporting that sometime after midnight on Tuesday the crystal-sheathed EFFEN Vodka bottle created by swimwear designer Shay Todd was stolen from the Penthouse at The Raleigh Hotel at the VIP After-Party for Shay Todd, part of Sunglass Hut Swim Shows Miami Presented by Lycra. Earlier that evening, the bottle debuted on the runway of The Shay Todd Swimwear Show. It was then transported to the after-party and displayed on a lit pedestal. (Photo: http://www.newscom.com/cgi-bin/prnh/20050722/CGF036 ) The one-of-a-kind EFFEN bottle was to be included in a charity auction later this year to benefit The Design Industries Foundation Fighting Aids (DIFFA). DIFFA is one of the largest funders of HIV/AIDS service and education programs in the U.S. and aligns itself with some of the biggest names in the fashion and design world. "This is a very discouraging time for the fashion community," said Jon Deitelbaum, president of Planet 10 Spirits, which produces and imports EFFEN Vodka. "We're saddened that someone would show such a lack of respect for this unique bottle." EFFEN Vodka is currently offering a reward to the person who returns the bottle. This year, EFFEN Vodka was the official sponsor of the first-ever Sunglass Hut Swim Shows Miami presented by Lycra and The Shay Todd Swimwear Show at The Raleigh Hotel. Shay Todd recently made waves as the designer of the now- famous sexy swimsuit worn by Paris Hilton in the Carl's Jr. television ads. "Having the opportunity to work with a company like EFFEN who has shown commitment to fashion and philanthropy was a pleasure for us; we are proud that the proceeds of our work go directly to DIFFA and hope the bottle is quickly returned," said Todd. Immediately following the show, EFFEN hosted the VIP After-Party for Shay Todd. EFFEN VODKA quenched fashionistas, models and celebrities alike with signature beach-worthy drinks such as the Bikini-tini, EFFEN Undressed and EFFEN on 7th. Since bursting onto the scene two years ago and quickly becoming one of the most popular new spirits in the country, EFFEN Vodka has been at the forefront of fashion and celebrity events. Most recently, EFFEN Vodka was the official vodka of the Mercedes Benz Fashion Week at Smashbox Studios in Los Angeles and also starred in the Rock&Republic fashion show during the same week. EFFEN Vodka was the official spirit in the Oscar nominee gift bags for the past two years and this year the product made a guest appearance on The Tonight Show with Jay Leno. EFFEN Vodka was founded in 2003 by jstar Brands, a group of pop culture and nightlife aficionados determined to breathe new life into the homogenous world of spirits. The company was built on word-of-mouth marketing with a budget dwarfed by dozens of competitors with multi-million dollar marketing budgets. Instead, the company focused on reaching an influencer audience. Unlike other brands, EFFEN Vodka is intimately tied to a nightlife culture. EFFEN Vodka was created with direct input from the experts who know drinks best -- bartenders. Planet 10 Spirits is a 50/50 venture between jstar Brands and Constellation Brands' Barton Brands (NYSE: STZ; Australia: CBR). EFFEN Vodka is the company's first offering. The company plans to develop and market future luxury spirits brands. About EFFEN Vodka Based on a centuries-old Dutch recipe, EFFEN Vodka was fine-tuned with the help of industry insiders to create an ultra-premium spirit in a sleek, functional bottle. The result was the first vodka bottle sheathed in rubber, which ensures a no-slip grip and keeps the incredibly smooth vodka cold longer than traditional bottles. The first brand to combine hand-crafted, small- batch vodka with contemporary design aesthetics, EFFEN proved to be a top-to- bottom revolution in taste and design. An elegant, silky-smooth liquid, EFFEN Vodka features a clean, crisp citrus entry with subtle vanilla notes, a distinct sweetness on the palate and a very smooth, balanced finish. EFFEN Black Cherry Vanilla is the only ultra-premium vodka to combine natural black cherry and vanilla flavors. The result is a fresh, multi-layered taste with a subtle vanilla nose and palate entry followed by a light, refreshing black cherry finish. EFFEN Vodka and EFFEN Black Cherry Vanilla are available for approximately $29.99 per 750 ml bottle at select spirits retailers. It is also available at clubs, bars, restaurants and hotels throughout the country. http://www.newscom.com/cgi-bin/prnh/20050722/CGF036 http://photoarchive.ap.org/ DATASOURCE: EFFEN Vodka CONTACT: Karen Davis, of Zeno for Planet 10 Spirits, +1-312-396-9783,

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