Panache was formed in November 2004 as the exclusive US importer for then publicly traded 42 BELOW NZ. Panache and its founder James Dale already had an extensive spirits experience as well as a proprietary sales and marketing network in the United States, one which led to rapid growth in the US for 42 BELOW. US sales would account for approximately half the global volume upon the sale of the brand to Bacardi Limited in late 2006.
Panache shifted its focus from importer to a 360 degree spirits development, sales and marketing company focusing on developing brands that fill voids in the current spirits market — brands with unique brand/product attributes and category positions.
In 2009 Panache brought Wodka Vodka to market — a quirky, premium vodka with a value vodka price tag. Wódka was a hit drawing the attention of consumer and business media alike for its fresh positioning and innovative business strategy. Wodka Vodka sold its first bottle in October 2009 in New York City, launched its marketing campaign nine months later and recently, following multiple features in Time Magazine, Forbes and Bloomberg Businessweek, has been anointed as the leader in the rapidly growing 'Cheap Premium' segment of the vodka category. Panache is focused on growing Wodka Vodka rapidly while maintaining the humble, egalitarian beginnings of the brand.
Visit the Wódka Website
Panache is now focused on two additional brands, complimenting Wodka Vodka in its portfolio: Alchemia Infused Vodka and Alibi American Whiskey.
Staying true to its credo, Panache developed Alchemia in parallel to the explosion of the epicurean craze. The premium, Polish rye vodka, is distilled three times and then infused, in oak barrels, with fresh ingredients to make its unique Chocolate, Ginger and Wild Cherry infusions. Alchemia’s infusions are a fresh escape for consumers who have been offered very little from a spirits world rife with the artificially flavored vodkas presently taking up store shelves and back bars. Panache is focused on making Alchemia the a staple for any consumer whose palate demands just a little more than chemical additives.
Showing its propensity to stir up a little controversy, Panache is finishing test marketing for its latest creation, Alibi American Whiskey. While we could focus on the fact that Alibi could focus on the fact that it's an affordable blended whiskey, aged in Kentucky for 4 years in new American oak barrels and bottled right here in America — we think that's rather mundane. Alibi is an elixir for the flawed human spirit in all of us, a tonic for sin and an excuse for vulnerability. We created the spirit because we know mankind needs an out, a way to feel better about those poor decisions that will invariably be made. Everyone needs an Alibi.
Panache Spirits’ goal is to continue to develop its portfolio of unique and diverse brands and is always working on the development of its next great brand.