Toby Foster: chief executive officer: Alaska Distillery.

• Author: Stomierowski, Peg
• Position: View from the Top

[ILLUSTRATION OMITTED]

Alaska Distillery's Toby Foster started making Permafrost Vodka in his backyard in Wasilla, moving to an airline hangar nearby within a year. Foster, a former medevac pilot and the father of four, says a plane crash in 2003, in which he was hurt, led to his career change. He began "thinking distillery" in 2004, started the firm in 2006, incorporated the next year, then brought on partners and built the distillery in 2008, going to market that December. His partners in the enterprise are Scotti MacDonald, Shawn Ansley and Winston Chelf. While first-year revenues were a modest $20,000, sales were $270,000 in 2009 and were topping a million, with a handful of employees, by last November. Foster anticipates exceeding $7 million in sales this year.

* FAST FORWARD: We started up as the recession was beginning. We've done well, all while living within our means, not taking on extra debt, and cautiously exploring new markets. We have a strong team and are wise with our resources.

* COMPETITIVE EDGE: For us, it's our team and our innovation. We offer products at many price points, and such unique spirits as Smoked Salmon Vodka. We're planning a spring release for something even more unique and are negotiating for a national release.

* CORE DISCIPLINES: Alaska Distillery has product in eight states, with another 11 coming online. Despite incredible growth, we have not lost sight of our business model. We deviate little from specific strategic goals. The customer who orders one bottle is as important as the customer who orders a thousand. Relationships are important; I personally answer every e-mail and phone message.

* FORTUITOUS PAIRING: I like smoked salmon and I like making vodka. My drink of choice is a Bloody Mary. At a dinner party, the host...