Diamond Beverages has introduced Diamond Standard Vodka – Polish vodka filtered through diamonds. The drink sells for $79 per 750ml bottle and it has been launched in Florida.
The product will roll out to Illinois, Nevada and California this summer and there are plans for a national roll-out over the next seven months.
Diamond Beverages CEO Louis Amoroso said: "Consumers have had nowhere to go but sideways in the 'ultra-premium' category.
"We believe our timing is right. Even with economic fluctuations, consumers want the opportunity to treat themselves, and we offer an affordable luxury that can be savored."
Diamond Standard Vodka is produced at Poland's Polmos Siedlce Distillery and is made from carefully selected Dankowski diamond rye. The vodka is distilled four times, followed by four stages of filtration, including a diamond filtration. The carefully guarded process involves the use of thousands of DeBeers diamonds.