The Tasting Panel magazine

April 2014

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april 2014  /  the tasting panel  /  125 costs for the corn-based whiskey that has elements of rye and malted barley. Dale describes Alibi's flavor profile as a "simple sipping whiskey, well rounded. It's not too sweet. It doesn't have that smoky depth of bourbon or that sweetness of a rye. It's a basic American whiskey." Experts have validated the taste; Alibi received a 91 by THE TASTING PANEL and a Gold Medal and a 91 by the Beverage Testing Institute. Expansion Plans He expects Alibi, now available in 17 states, will be sold in 35 states before the year is out. Aimed at Millennials, the whiskey seems to have seeped into their online consciousness. According to, an online provider of web metrics, Alibi's website is among the top ten whiskey websites visited, coming in right after Jim Beam and just before Crown Royal. As for the distillery in Port Ritchey, FL, Dale said it would "provide us with means to manage and protect our supply chain." Gordon suggested the distillery would also provide Panache with the chance for brand extensions for Wódka and Alibi. The company plans to introduce two new brands in the second half of the year. One, Spyritus, will be a 153-proof, non-rectified vodka, which can be used to make various infusions. The other, OGB, or Old Grumpy Bastard, is a line of products named for a certain dis- tiller, Dale says, adding, "It is definitely a party brand." While Alibi retails in the mid $20s, OGB's price point would be in the low teens. "We want to come out with products that are connect- ing with the Millennial generation," Gordon says. The distillery will also provide yet another revenue stream for Panache: co-packing or custom-made blends. Dale, Gordon and de Jong have grown the business by spotting unmet needs—whether it be premium vodka for a value price, a quality whiskey that isn't complicated and, in the case of co-packing, actually existing. It their first few years, the executives learned firsthand how hard it could be to find a distillery that would agree to make custom blends in a timely fashion. "Hopefully, we can become a resource for other small companies," said Dale. Alibi at Jukebar Down a flight of stairs in a New York East Village tenement is a basement cocktail lounge, its stone foundation laid bare opposite a wide-planked wooden bar. It's the Juke Bar, where the music is cool, the drinks are crafted and Will Corado holds court. "At Juke Bar, what we're trying to do is build a cocktail list that is not too pretentious, where you still can come up here and do a shot and a beer," Corado says, adding that Alibi American Whiskey is what he uses in the well. "It's not that typical well stuff that you have." Alibi plays a part in a popular promotion that Juke Bar runs—a beer and a shot for $7—because the whiskey is so approach- able, Corado says. "You can't beat that." His favorite cocktail to serve is the Juke Bar Maid: "It's so easy to make and it sells like crazy." Mixologist Will Corado builds his favorite cocktail, the Juke Bar Maid, at Jukebar in New York's East Village. Juke Bar Maid ◗ 2 oz. Alibi American Whiskey ◗ ½ oz. simple syrup ◗ 7 cracked mint leaves ◗ 1 oz. of lime ◗ Splash of ginger beer ◗ Place all ingredients except ginger beer in mixer glass, add ice, shake vigorously. Pour all ingredients and Ice into a Mason jar. Top off with ginger beer. TP0414_102-132.indd 125 3/21/14 6:04 PM

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