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INSIDER

The “Poolest Day Ever” cocktail onboard Celebrity Cruises featuring Tito’s in a Can.

Tito’s takes travel retail and cruise in-house as it strives to match

domestic success in global markets

Tito’s Handmade Vodka’s global to bring the business in-house. We were their choice.
expansion has progressed to the stage seeing that Tito’s needed specific focus and “Tito’s in a Can is already a success
where the beloved spirit in the U.S. has had grown enough that it needed to have in the domestic market. We started in
brought its travel retail and cruise business a full-time team dedicated to the brand,” December on Celebrity. The can will
in-house to help match its domestic success explained Zinn. be a souvenir drinkware for the guests.
in international markets. Cruise is an ever-growing part of the Celebrity developed a drink called The
To do so, the company has also business for Tito’s, with an important share Poolest Day Ever for Tito’s, that is
strengthened its travel retail team in the of the company’s travel retail sales. promoted at sea days at the pool.
region. “We will be working as closely as “Celebrity is the first cruise line we
In the beginning of 2024, following possible with our domestic team, which has brought it to, but this is the type of thing
the successful growth of its cruise business made Tito’s so popular in the U.S. We will we can definitely bring to more cruise lines
through WEBB Banks (now Southern be using their best practices to integrate because of the popularity that we’re seeing
Glazer’s Travel Retail Sales & Export into the cruise channel. I see cruises as an in the domestic market.”
Division) Tito’s brought the management extension of the America domestic market Zinn says she is trying to reinforce
of cruise in-house. success,” says Zinn. these relationships with Tito’s domestic
Later that year, Tito’s hired seasoned “There continues to be a massive team so that these types of activations
travel retail and cruise expert Curran Zinn expansion of cruise that exceeds whatever become the norm in cruise and travel retail
as Commercial Manager, Travel Retail, to we thought was going to happen. It is an for the company.
lead the growth of this important segment incredibly exciting time, because Tito’s Since joining the company last April,
for Tito’s. is well loved. As long as I continue to put Zinn says she has already seen progress
The next step came at the beginning of a lot of focus and attention in the right in turning Tito’s into more of a globally
2025, when Tito’s brought its travel retail places, Tito’s will continue to expand in relevant brand.
business fully in-house. Southern Glazer’s, cruise.” “I’m really excited because I’m
who had been handling the brand under the Standing out and being authentic has taking full ownership over the brand, and
WEBB Banks division, will continue to always been a key part of Tito’s DNA, while I was always incredibly thoughtful
manage select Caribbean domestic markets and it is critical that Tito’s takes these taking care of the brands I represented in
and various other markets in Central and characteristics to cruise, says Zinn. the agencies I worked for, this sense of
South America for Tito’s. In December, Tito’s brought its Tito’s connection to the brand team as a whole is
“Tito’s has been evolving over the in a Can, a 16-ounce reusable steel can stronger. I think that is going to help move
years into the domestic brand it is, but that is sold completely empty, to Celebrity the needle faster in accomplishing the goal
also the global brand it is becoming. The Cruises. Consumers are encouraged to fill of making this a global brand.”
company realized it needed to build a team the empty can with Tito’s and the mixers of

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