SOURCE: Panache Beverages, Inc.

Panache Beverages, Inc.

October 07, 2013 11:54 ET

Alibi American Whiskey Outperforms Top Whiskey Brands Online

NEW YORK, NY--(Marketwired - Oct 7, 2013) - Alibi American Whiskey recently launched its brand of blended corn whiskey as a counterpoint to spirits-snob bourbons, catering to the flawed human spirit in all of us, with the belief that one time or another, everybody needs an alibi. Only 90 days since the launch of its digitally led marketing campaign, the brand has amassed a cult-like brand loyalty on the Internet -- with its Alexa ranking* surpassing well-established whiskey brands such as Jameson, Knob Creek, Bulleit Bourbon, Dewar's and Crown Royal.

"Alibi is one of the only brown spirit brands engaging the younger whiskey novice," commented Brian Gordon, CEO of Engine Shop, agency of record for Alibi American Whiskey. "There are millions of consumers out there who just don't care about the traditional brown spirits story; this is why our message and our positioning is resonating with them."

Alibi is broadcasting that message through the right channels. The brand has dedicated a $1 million campaign solely to digital platforms including the recent creation of their new Scandal app, which allows users to capture and submit images of themselves, their friends or celebrities engaging in questionable behavior. Alibi American Whiskey is currently ranked in the top 10 of highest ranked whiskey brands by*.

Alibi has also focused its advertising exclusively to digital, with strategic online content partnerships with major and niche web portals such as TMZ, SpinMedia, Absolute Punk, Concrete Loop, Idolator, Socialite Life, The Superficial, What Would Tyler Durden Do and Brobible.

The brand has also seem traffic numbers spike through guerilla Instagram campaigns with nightlife photographers Cobrasnake, Kirill Buchutsky and World Red Eye.

Gordon continued, "We've spent 90 days seeing if we had it right, now it's time to really scale this strategy."

  Brand   US Ranking
  Johnnie Walker   55,319
  Jack Daniels   58,435
  Macallan   88,407
  Maker's Mark   96,807
  Jim Beam   102,485
  Alibi   182,045
  Crown Royal   182,484
  Glenlivet   184,350
  Glennfiddich   191,976
  Jameson   200,112
  Knob Creek   202,338
  Bulleit   209,489
  Buffalo Trace   238,818
  Evan Williams   241,833
  Woodford Reserve   267,101
  Wild Turkey   275,791
  Dewar's   354,503
  Michter's   *Not enough traffic to rank
  Chivas   *Not enough traffic to rank
  Tullamore Dew   *Not enough traffic to rank
  Templeton   *Not enough traffic to rank

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 as a return to the true American whiskey-drinking tradition, free of pretension.

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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