Issue link: http://digital.copcomm.com/i/326040
june 2014 / the tasting panel / 99 Following the economic meltdown, Panache was aware that although people were minding their finances more closely, the pricing on premium spirits remained the same, thanks in part to aspirational drinkers who see status as of utmost importance. With an ever-growing space in the market for quality products at a less-than-premium price, Panache's Wódka Vodka was poised to tap into this prime real estate, and by focusing on quality rather than image, the brand's success has been impressive in the crowded vodka category. But there is more to the story: Panache set its sights on moving production of its top-selling spirits brands, Wódka and Alibi American Whisky, in-house, along with kickstart- ing production on its own brands. The old Empire Winery and Distillery in New Port Richey, Florida would serve as the perfect facility for Panache. Under the leadership of third-generation distiller Jacob Call, it reopened this spring as Panache Distillery. The distillery is about 40 miles outside of Tampa and sits on six acres with plenty of space for expansion. The state of the socio-economic landscape, which turned so many fashionistas into smart-spending recessionistas, gave rise to better business solutions for Panache as well. Through the new distillery, they can also deliver turnkey services for companies who have a brand but don't have a place to produce it. "We can produce and bottle more than 650,000 9-liter cases per year, and we are in the process of increasing this capacity," says Call, who serves as President of Panache Distillery. With the addition of Call, Panache has deepened its roots in the industry. Call's grandfather (at age 93) and father Ron Call, a Master Distiller, consult with Panache, continu- ing to add a lifetime of expertise to Jacob Call's already impressive resumé. His grandfather and father worked for the Jim Beam family of distillers. With the Wódka brand in all of the major U.S. markets and extensive consumer loyalty, the elevation of a bottom- shelf category to a quality brand has even led some five star restaurants to throw out some of the higher-priced brands and start serving Wódka. With the new distillery, Panache can now springboard other premium brands at affordable price points. "Even if you're starting from scratch, we can work with a flavor company to develop that finished liquid, file the formula, package it up and ship it to their distributor," says Call. "And if you have an existing brand, you're one step ahead of the game." Call sums up the three priorities of the new distillery: "Basically we will bottle our own brands, bottle for other people and sell bulk spirits to smaller bottlers that need help sourcing liquids," he says. "We can do a turnkey deal and steer them in the right direction for product develop- ment, so if you don't have a facility but have a brand, we can bottle it for you." www.panachespirits.com In addition to producing its own brands, the new Panache Distillery has the capability to develop spirits brands for outside clients. The Panache Distillery remains traditional in some senses, while state-of-the-art equipment puts it on the leading edge of spirits development and production. TP0614_072-101.indd 99 5/23/14 9:40 PM