Panache closer to Alibi American Whiskey launch

by Becky Paskin

US-based Panache Beverages has come one step closer to launching its new American whiskey brand Alibi in August, by receiving a Certificate of Label Approval (COLA) from TTB.

According to Panache, demand for Alibi American Whiskey prior to its launch is so high that its will only select 4-6 states to receive the product this year. While New York and Florida have so far been named, additional states will be confirmed in July alongside Panache's distribution partners for this year. The company intends to ship US$2m of Alibi this year, but is uncertain whether it will be able to meet the demand for 22,000 9-litre cases previously committed as purchase orders. James Dale, CEO of Panache, said: “The addition of Alibi moves Panache into the increasingly popular, high growth brown spirits category. We believe that our brand position and price point will create differentiation both with consumers and retail accounts. The initial response from our global distribution network has exceeded our expectations." Alibi American Whiskey, a blended whiskey aged in first-fill American oak casks in Kentucky for four years,  will be the only whiskey brand for Panache, which specialises in vodka with its  Alchemia Vodka and Wodka Vodka brands, the latter of which caused a stir in the US recently with its controversial billboard advertisements. It is being marketed as an affordable American whiskey with an RRP of US$25.95