Since joining Skyy Spirits in early 1998, Mr. Foglio has worked to expand the brand pioneered by company founder and President Maurice Kanbar. He has increased awareness of the brand and helped give it a cache that appeals to 21- to 35-year-old drinkers.
"The cobalt blue package is elegant. We have a great name. We have a style to the brand that really speaks to today's consumer-sophistication, fun, innovation, and confident," says Mr. Foglio, 53.
He's been responsible for expanded U.S. distribution from bars and liquor stores in major cities to smaller markets, initiated global sales, and expanded merchandise lines to include director's chairs, an atomizer for martinis and more.
According to Competitive Media Reporting, Skyy spent $3.5 million on advertising in 1998.
How did Mr. Foglio get wholesalers, who may carry 5,000 products, to push his? By repeating his mantra: "Nobody makes a purer vodka than we do."
"I think we have a very clear message of where we are going and where we are today," he says. "It's raising awareness at the right levels."
Making beverages stand out is no easy task in so crowded and trendy a field, but Mr. Foglio has high hopes. He plans to continue Skyy's double-digit growth of