A counterpoint to current mainstream bourbon market trends, Alibi has set out to demystify the category by offering a more accessible product as a return to the true American whiskey-drinking tradition, free of pretension.
“This is not for the aficionado that adds a dropper of mineral water to his whiskey glass and swirls. Alibi is a blended whiskey that does not require elaborate tasting notes or a half-day tasting seminar on its production,” says James Dale, CEO of Panache Beverages, which produces for Alibi. “This is more in the spirit of how whiskey was originally served in this country—in a shot glass or flask.”
Alibi is a corn-based whiskey that contains elements of rye and malted barley aged in first-fill American oak casks.
This is the first foray into the brown spirits category for Panache, which markets and distributes Wódka vodka. Considered a game-changer in the spirits industry, Wódka became the first super-premium vodka offered at a fraction of the cost of so-called “luxury” brand vodkas that have kept prices in the category artificially high through packaging, celebrity-oriented marketing, and imposing triple-markup price tags.
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