Hoosier Momma growing sales, ambitions

September 10, 2012
Back to TopCommentsE-mailPrintBookmark and Share

For a company committed to slow-but-steady growth, locally based Hoosier Momma has built some enviable momentum.

The Bloody Mary mix that got the firm started in 2010 now is just one of several products available at more than 900 locations in seven Midwestern states, including retail chains Wal-Mart, Meijer and Kroger.

hoosier mommaErin Edds, left, and KC Cranfill combined their culinary and business expertise to drive Hoosier Momma’s growth. (IBJ file photo)

Sponsorship deals with Indianapolis Motor Speedway, Ed Carpenter Racing and the Indianapolis Colts—the latter a new agreement announced this month—have raised the company’s public profile, boosting sales along with its owners’ ambitions.

Co-founder Erin Edds isn’t surprised at the firm’s progress, but she didn’t expect to come so far so fast.

“Everything’s going at breakneck speed,” she said.

And she couldn’t be happier about it.

Edds was running another business making locally sourced foods for farmer’s markets in January 2010 when she got a call from an event planner looking for Indiana products to include in Super Bowl-themed gift baskets. (The Colts were preparing to play in Super Bowl XLIV at the time.) She used local tomatoes to come up with a vegan, gluten-free mixer that quickly developed a cult following.

Six months later, she joined forces with KC Cranfill and Casey “Cat” Hill—who provided capital and business experience—to form Hoosier Momma LLC. Last summer, the company landed a distribution deal with industry behemoth Southern Wine and Spirits. It has been a whirlwind ever since. (See our 2011 story here.)

“If we don’t have 20 things going on at once, it’s almost like we don’t have anything going on,” Cranfill said.

Indeed, Hoosier Momma was a bar standard at several high-profile events during Super Bowl XLVI in Indianapolis—company officials estimate revelers consumed 18,400 tomato-based cocktails during the festivities—and its signature product was the “official Bloody Mary mix” of 2012 Kentucky Derby Festival.

It also was a hit at IMS during race month. Cranfill said officials reported that vodka sales at the track have never been higher than they were this year, with the Hoosier Momma original and spicy mixes added to the lineup.


Cranfill said the IMS and Colts sponsorship deals help introduce Hoosier Momma to new audiences. And it makes sense to start close to home.

“We wanted to be true to our roots,” she said. “We’re excited about the partnerships and the direction we’re going.”

Hoosier Momma certainly is moving forward. Its mixes will be sold in Wal-Mart stores in Indiana and Kentucky and Meijer stores in Indiana, Ohio, Michigan and Kentucky. And the company in May rolled out two new products: Key Lime Margarita Maker and Strawberry Rhubarb Cocktail Maker.

The partners declined to share financial details, but Cranfill said 2012 revenue already has eclipsed last year's results.

Despite the company’s quicker-than-expected success, the partners said they’re in no hurry to add flavors or markets.

“Now it’s time to hold on tight and see what happens,” Edds said. “We’re more interested in slow, sustained growth.”

“We’re a small company with big aspirations,” Cranfill agreed. “Nothing would make me happier than to see our product from coast to coast. … But if we can’t support that, it not a good business decision for us. We’ll eventually get there.”

  • Why the Editorial Hold on this Article?
    This Article was written September 10, 2012, yet it gets published on January 10, 2013? why the editorial hold? Very intersting article which should have gotten attention when writted
    • No hold here!
      Interested reader: We promoted the blog post just after it was written, too, but thought we'd put it out there again for folks who missed it the first time. Thanks for reading! Andrea

    Post a comment to this story

    We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
    You are legally responsible for what you post and your anonymity is not guaranteed.
    Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
    No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
    We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.

    Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

    Sponsored by
    1. Angela IS the best RD

    2. We are a nation of speed. All of our younger lives are filled with deadlines, quotas and bottom lines. We start to ease out of the pressured rat-race when we finally see "retirement." The most enjoyable travel on the planet is passenger rail service. Indy to Chicago does not beat Megabus or Southwest Airlines in speed. Passenger rail however has the best seating, mammoth legroon, seat backs that recline to more than 45 degrees and employers that really want you to return as a customer. Indiana municipalities need to maintain subsidies to support this transportation mode. Losing it is loss for all of us.

    3. Good day! I just want to testify how i got my loan from Mr. Eric Lefkofsky after i applied several times from various loan lenders who claimed to also testify right in this forum,i thought the testimonies where real and i applied but they never gave me loan. I was in need of an urgent loan to start a business and i applied from various loan lenders who promised to help but they never gave me the loan. Until a friend of mine introduce me to this popular Mr. Eric Lefkofsky who promised to help me and indeed he did as he promised without any form of delay. I never thought there are still reliable loan lenders until i met Mr. Eric lefkofsky who indeed helped me with the loan and changed my belief. I promised to share this testimony after I got my loan. I don't know if you are in any way in need of a genuine and urgent loan,free feel to contact Mr. Eric Lefkofsky via their email{grouponfunding@hotmail.com}

    4. Its a THUG issue. Bleecker Street and NYX are thug bars. They attract thugs of all races. Places that attract thugs need to be kicked out of Broad Ripple. Ain't nobody got time for that!

    5. Hello everyone, My name is Marian Gareth, I am from the Texas, United State, am here to testify of how i got my loan from Mr Andre Frank {frankloancompany@yahoo.com} after i applied Two times from various loan lenders who claimed to be lenders right in this forum,i thought their lending where real and i applied but they never gave me loan. I was in need of an urgent loan to start a business and i applied from various loan lenders who promised to help but they never gave me the loan.Until a friend of mine introduce me to Mr Andre Frank the C.E.O of Andre Frank Loan Company who promised to help me with a loan of my desire and he really did as he promised without any form of delay, I never thought there are still reliable loan lenders until i met Mr Andre Frank, who really help me with my loan and changed my lief for better. I don't know if you are in need of an urgent loan, free feel to contact Mr Andre Frank on his email{ Frankloancompany@yahoo.com} for help