PM Spirits

PM Spirits Leverages Reputation for Quality with New Well Spirits Line

Nicolas Palazzi

Nicolas Palazzi Made Cognac Cool Again—Now, He Wants To Democratize Artisanal Spirits with The Street Pumas

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The Street Pumas might sound like a new line of sneakers, but it’s actually a line of well spirits named after a malapropism turned nickname derived from a misunderstood rap lyric. If that wasn’t far enough down the rabbit hole, note that a comic strip accompanies the product line.

If anyone but Nicolas Palazzi were behind it, Street Pumas would probably be dismissed as a gimmick. But if Palazzi and his small-scale import-distribution operation, PM Spirits, are known for anything, it’s that they blow up expectations about booze. The same buyers who purchase PM’s Navarre Vielles Reserve Cognac, which sells for a suggested retail price of $215 a bottle, are eagerly anticipating Street Pumas, an entry-level line of spirits that Palazzi and his team are creating. It features vodka, gin, rum, and whiskey that will retail for $30 to $35 per liter.

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