Issue link: https://digital.copcomm.com/i/49694
The Fuzzy's Vodka IndyCar on display in Las Vegas. If seeing is believing, one only had to observe a bottle signing at the Rangoon Market in the lobby of Mandalay Bay last October. Lines to meet Zoeller were long, consistent and populated with people ranging from college students to older fans who have followed him since the start of his golf career. Autographed bottles sold so briskly that reps found themselves in the best crisis imaginable—making sure every single person in line got to meet Zoeller, share happy memories and walk away with a personalized keepsake. "It is just as important to me to put good stuff into the bottle as it is to have a pretty bottle," states Zoeller, with Buddy Rice, his sponsored IndyCar driver, smiling with approval over classic American cheeseburgers at Mandalay Bay's Red, White and Blue restaurant. "I want you to buy the product, but more importantly, I want you to enjoy what is in it. Everything we've done [to promote] Fuzzy's Vodka connects with what makes certain things uniquely American. Fuzzy's Vodka is American, from its concept to the final product. It can compete with other vodkas from other countries head to head. The same is true for golf and racing. When they are enjoyed here, the flavor is uniquely American." The Big Road Show Fuzzy's Spirits LLC CEO Eric Timmerman asserts that Fuzzy Zoeller is the consummate ambassador—elder statesman for golf, a proud representative of Indiana and its home-grown auto racing institution and the producer of a vodka that represents a perfect "good time" among a grow- ing number of followers in specific targeted markets. In 2012, Timmerman notes, Fuzzy's Vodka's growth strategy is to go deep with the brand's carefully cultivated fan groups, but not broad, as it may knock the ball off course, so to speak. "We are in 34 states and growing, so accessibility and visibility push us towards ongoing expansion," continues Timmerman. "Though Fuzzy cannot be everywhere, we are confident that our product and the goodwill Fuzzy brings to the brand will travel well. Furthermore, by having smart, energetic reps, our retailers and distributors know they have the support and enthusiasm needed to drive the brand forward in the coming year." The Pit Crew The two members of Fuzzy's Vodka team that are Regional Market Mangers for the brand in California are just as motivated by Zoeller's hands-on involvement, and driven to The Fuzzy pit crew (left to right): Kyle Thomas, Regional Market Manager for Florida, Georgia, North and South Carolina; Fuzzy's Spirits LLC CEO Eric Timmerman; Brie Grant, Market Manager for Southern California, Arizona, New Mexico and Hawaii; and Northern California Market Manager Brandon Pike. december 201 1 / the tasting panel / 105