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Panache Focuses On Expansion With New Distillery And Product Range

March 20, 2014

Since acquiring the former Empire Winery and Distillery in New Port Richey, Florida late last year, Panache Beverages has expanded production capacity for its spirits brands and will considerably broaden their distribution footprint to new markets across the U.S. Panache Beverages CEO James Dale tells SND the new distillery is now capable of producing 1.2 million nine-liter cases annually by next month, up from 650,000 cases when it was purchased.

Panache continues to grow its two popular brands, Alibi American whiskey ($23.99 a 750-ml.) and Wódka vodka ($11), with strong initial on-premise performance now feeding into a growing off-premise demand for both. Alibi is currently available in 17 states but will soon reach 40, while Wódka will grow its distribution from 36 states to 44. Yesterday, the company announced the debut of the company’s new line of affordable premium spirits, Old Grumpy Bastard (OGB), which will include an American whiskey, vodka, gin, white rum, dark rum and Tequila all retailing for about $14-$15 a bottle. “OGB will fill a market gap that we see in the general on-premise well environment, in the corporate chain environment and the off-premise value-brand environment,” says Dale. Panache plans to initially roll out the new products in its home market of New York and key markets Florida, Texas and possibly Washington around midyear.

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