An unknown Texas brand just a few years ago has won the title of Marketer of the Year, Tito’s Handmade Vodka. The owner and founder is Bert “Tito” Beveridge. In the early 1990’s, he began making flavored vodka for friends as Christmas presents before he realized that the real opportunity was to refine vodka to a smooth and pure taste. He then studied photos of old moonshiners and built his own still and began experimenting with the taste until friends convinced him that his had the best vodka taste.
He went into heavy credit card debt on many different credit cards to build a distillery. It is still marketed as being made in old fashioned pot stills. In the early days, Beveridge would make calls to sell Tito’s and also to promote the brand as a sponsor of special events, and the calls would go unanswered.
Recently, Smirnoff took a shot at the brand with a TV campaign starring Chrissy Teigen that promoted the brand as “fake crafty”. They were not the first company to attack the brand’s marketing platform of homemade vodka in stills. So far, the claims made against Tito’s have been dismissed. It is clear that the brand’s popularity has stirred up the market and Tito’s has arrived. It is not the leader in vodka sales, but it is gaining market share fast.
This American-made brand has gained popularity through its marketing programs and in a large part through various award recognitions and, of course, word of mouth. Tito’s creative campaigns are produced in-house and rely on outside companies for media buying and public relations. Tito’s has not spent any advertising dollars on television and relies very heavily on print and outdoor advertising. They also have created some worthwhile programs like “Vodka for Dog People” that include events to raise money for no-kill animal shelters. They market the promotions as “Yappy Hours” and “Puppy Pawties”.
On Tito’s website, you will find they sell dog toys, a dog calendar, dog bowls, and t-shirts with net proceeds going to benefit dog causes. This gives Tito’s a marketing strategy over other vodka companies that is uniquely their own.
Through this marketing program, they are able to raise funds through “Love” and it has allowed them to give to local and national charities supporting disaster relief, the environment, military and veterans, healthcare and medical research, food and beverage industry workers, arts and culture organizations, the LGBTQ community and, of course, the truest form of love on the planet: pets.
Our firm has also developed numerous marketing programs with a heart, if you are looking to expand your sales and brand.
Cut up the desired ingredients and place inside a liter of Tito’s Handmade Vodka or an infusion jar that you will fill with the liter after ingredients are added.
Check after one day for desired flavor and remove ingredients after flavor is achieved. The Ingredients can be left in for several days.
• 1.5 oz of Tito’s Handmade Vodka
• Fresh grapefruit juice
Pour Tito’s Handmade Vodka over ice, fill the rest of your glass with fresh squeezed grapefruit juice
• 1 1/2 oz of Tito’s Handmade Vodka
• 4 oz sparkling mineral water
• Slice of orange
• Slice of lime
Combine Tito’s Handmade Vodka and mineral water in cocktail with ice. Stir and garnish.