Panache Beverage Inc. has announced the launch of Alibi American Whiskey, now debuting at a suggested retail price of $23.99 per 750ml bottle. 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. Alibi is a corn-based whiskey that contains elements of rye and malted barley aged in first-fill American oak casks, distilled in Indiana and bottled and blended in Florida.

Alibi American Whiskey will be available in New York, Florida and New Jersey by the Thanksgiving holiday and will be widely available nationally in 2013, including at retail and on-premise in Georgia, Illinois, Washington, Texas, Massachusetts, Connecticut, Arizona and Nevada. This is the first foray into the brown spirits category for Panache, which markets and distributes Wodka Vodka. Considered a game-changer in the spirits industry, Wodka 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.