Wódka
Panache shifted its focus from importer to a 360-degree spirits development, sales and marketing company focusing on developing brands that fill voids in the current spirits market – brands with unique brand / product attributes and category positions. In 2009 Panache developed and brought Wódka Vodka to market — a quirky, premium vodka with a value vodka price tag. Wódka was a hit drawing the attention of consumer and business media alike for its fresh positioning and innovative business strategy.
Wódka Vodka sold its first bottle in October 2009 in New York City, launched its marketing campaign nine months later following multiple features in Time Magazine, Forbes and Bloomberg BusinessWeek, and was anointed as the leader in the rapidly growing 'Cheap Premium' segment of the vodka category. Panache focused on growing Wódka Vodka rapidly while maintaining the humble, egalitarian beginnings of the brand.