I'm actually replying to the item in the Industry News forum in regard to awards bestowed upon Virginia Gentleman 90 proof.
The news release refers to this bottling as "VG90", but it never uses the much catchier nickname, "The Fox". Are the marketing folks missing an opportunity here?
IMO when a product spontaneously gains a nickname, that suggests a cult following that should be fostered. The most famous example may be the Volkswagen "Beetle". I'm pretty sure that the nickname arose with no help from the car's marketers, but once it became widespread they adopted it as their own.
Could it be that "The Fox" is a name used only in SB.com circles?