Ash Parmar has been in the liquor business for over 14 years and over those years, Ash and his family have built up a high performing retail business. The road hasn’t been easy though, hours have been long and there have even been armed robberies along the way. The journey though has been accompanied by Ash’s love of premium whisky.
In a life of long hours and high pressure, Ash finds solace when the clock strikes eight for a couple of hours, meditating on the days events with the golden flavours of a single malt or two. This inspired Ash to share his knowledge and love of this golden elixir (and other fine spirits), knowing first-hand how difficult it can be for Kiwis to discover the wide array of rare liquors that exist across the globe with Eightpm.co.nz. Ash’s thoughtful advice and personalised recommendations – given to any who join the Eight PM community – aim to guide people through this mystical art form, to help each individual pick the right pour for their taste and budget.
We talk to Ash about the move into ecommerce and back to bricks and mortar, the migrant mentality, his journey and of course whisky.