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Tuesday, July 12, 2011 10:39:41 AM
GRBG Nothing to 0.005
In January of 2002, 42 BELOW Vodka arrived in the USA from New Zealand with James Dale setting up in New York and building a team.
In November of 2004 through a contract with 42 BELOW NZ, Panache was formed. By this time, 42 BELOW NZ was a publicly traded company and Panache utilized its already expansive network of sales and marketing contacts and partners. By mid-2005, 42 BELOW was in 19 strategically selected states. Its focus was on top tier on- and off-premise accounts that had appropriate aspirational positioning and marketing cache for ultra premium vodka.
The objective was to build a brand through strategic sales and marketing creating enough noise in the market to achieve an exit within 5 years. The goal was achieved through a reliance on strong relationships and a strong executive team and without the use of big budgets. Bacardi SA noticed and soon made a formal approach to globally acquire the 42 BELOW brand for $140 million U.S.
At this stage Panache International was selling over 50% of the total annual cases sold globally. These agreements were purchased as part of the settlement and purchase of the 42 BELOW Public Company in December of 2006.
During this time Panache USA was developing its current pipeline brands: Alchemia Vodka, Alibi Bourbon, and Wódka with its unique set of wholesale and retail relationships coupled with global industry knowledge and skills.
In January of 2002, 42 BELOW Vodka arrived in the USA from New Zealand with James Dale setting up in New York and building a team.
In November of 2004 through a contract with 42 BELOW NZ, Panache was formed. By this time, 42 BELOW NZ was a publicly traded company and Panache utilized its already expansive network of sales and marketing contacts and partners. By mid-2005, 42 BELOW was in 19 strategically selected states. Its focus was on top tier on- and off-premise accounts that had appropriate aspirational positioning and marketing cache for ultra premium vodka.
The objective was to build a brand through strategic sales and marketing creating enough noise in the market to achieve an exit within 5 years. The goal was achieved through a reliance on strong relationships and a strong executive team and without the use of big budgets. Bacardi SA noticed and soon made a formal approach to globally acquire the 42 BELOW brand for $140 million U.S.
At this stage Panache International was selling over 50% of the total annual cases sold globally. These agreements were purchased as part of the settlement and purchase of the 42 BELOW Public Company in December of 2006.
During this time Panache USA was developing its current pipeline brands: Alchemia Vodka, Alibi Bourbon, and Wódka with its unique set of wholesale and retail relationships coupled with global industry knowledge and skills.
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