Real estate mogul Donald Trump is using his evocative image to travel from the top floor to the top shelf.

A new line of premium vodka from Trump, already associated with a television show and lines of mens' suits, watches, cologne and bottled water, will arrive in New York on Friday in sleek designer bottles bearing the name Trump Super Premium Vodka.

Made by Holland's Wanders Distillery, the vodka is the brainchild of Trump and Drinks Americas Holdings Ltd, a beverage start-up that sells Willie Nelson's Old Whiskey River bourbon and Paul Newman's Own Lightly Sparkling Fruit Juice.

"Trump Vodka will be a major player in the vodka arena," Trump said in an email. "We expect it to be a contender on the highest level."

The vodka, whose bottle dons a large "T" the color of Trump's golden coif, will compete directly against other super-premium choices including Grey Goose, Belvedere, Ketel One and Chopin. They sell for $30 to $40 for a one-liter bottle, depending on the state.

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