SOURCE: Panache Beverages Inc.

Panache Beverages Inc.

July 01, 2013 14:50 ET

Alibi American Whiskey Launches; Dedicates 85% of Total Consumer Marketing Spend to Digital

"Scandal App" and Crowdsourcing at the Center of the Campaign

NEW YORK, NY--(Marketwired - Jul 1, 2013) - Alibi American Whiskey, from Panache Beverages Inc. (OTCQB: WDKA), is approaching its brand marketing campaign in a unique way, dedicating 85% of its consumer marketing spend to digital, social and mobile. The campaign focuses almost solely on brand building and organic grassroots awareness around the brand's edgy positioning and desire to be a part of the conversation on all things "controversial."

At the center of the campaign is its Scandal app; an new application that allows users to capture and submit images of anyone or anything they think may need an Alibi and instantly publish an image with real time voting, allowing people to decide for themselves if an Alibi is deserved.

The free app uses crowdsourcing to determine the culprit's accountability. The app ties in seamlessly with other social media platforms enabling frictionless sharing -- once published, voting on any individual scandal remains with the original content, regardless of where its published. As more votes are cast the scales tilt and the "yes" or "no" percentages are broken down to show to the crowd's majority opinion.

The campaign will be supported with national digital media via TMZ, Spin Media and Woven Media as well as a series of content partnerships. Engine Shop developed the marketing strategy and manages all marketing, advertising and promotions for Panache.

About Alibi American Whiskey

Alibi is a corn-based whiskey that contains elements of rye and malted barley aged in first-fill American oak casks, distilled, bottled and blended in Florida. A counterpoint to current mainstream bourbon and rye market trends, Alibi has set out to demystify the brown category by offering a more accessible product.

About Panache Beverages

Panache Beverages, Inc. (OTCQB: WDKA), based in New York, is an alcoholic beverage company specializing in the development, global sales and marketing of spirits brands. The Company's expertise lies in the strategic development and aggressive early growth of its brands establishing its assets as viable and attractive acquisition candidates for the major global spirits companies. Panache intends to build its brands as individual acquisition candidates while continuing to develop its pipeline of new brands in to the Panache portfolio. Panache's existing portfolio contains three brands: Wódka Vodka, Alchemia Infused Vodka and Alibi American Whiskey.

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