Page 52 - Travel Markets Insider October 2021 Final

INSIDER

Tito’s Handmade Vodka to exhibit in own booth in Cannes for the first
time

Tito’s Handmade Vodka is exhibiting the United States by volume in 2019, and
for the first time in its own booth at the the COVID-19 pandemic has not stopped
TFWA World Exhibition & Conference. its momentum.
John McDonnell, Tito’s Managing Tito’s was the number one liquor on
Director International, tells TMI the time alcohol e-commerce platform Drizly for the
is right for Tito’s to have its own dedicated second year in a row in 2020.
booth in Cannes at the premier duty free “We’ve made a number of distributor
and travel retail trade show. changes during COVID. We have opened
“We are excited to be exhibiting for up a couple of new markets. We just
the first time in our own booth,” he says. opened up Russia domestically. They see
“Because of COVID we ended up the power of the brand,” says McDonnell.
getting a booth because there must have “Puerto Rico is on fire for Tito’s.
been some cancelations. We see this as an They’ve adopted the brand. In a lot of
opportunity. We are glad that we have a the islands it is the local people drinking
place that we can call home now in Cannes Tito’s. Our business is doing nicely in
at Green Village K60.” the Americas and we have some pockets
At its new booth in Cannes, Tito’s around the world. Croatia we are doing Tito’s new Ugly Sweater for the holidays
will unveil its latest annual Ugly Sweater well because the Americans can travel
for the holidays, which features an all-new there.” celebrating with a special label and new
design, and is now in its fifth year. Next year will be Tito’s 25th partnerships.
Tito’s became the best-selling spirit in anniversary and the brand will be “We just signed a five year deal to be
the official vodka of the PGA Tour (see
below) and they have tournaments around
the world: China, Japan, the Dominican
Republic, and so on. It is a way to raise
awareness of the brand in those countries.
We’ll get TV exposure, we’ll be able to
activate on site. This is really exciting
because it is a global deal,” he says.
“We’ve also beefed up our social
media presence in the UK, New Zealand,
Australia, Mexico, Puerto Rico. We just
launched our new website in Puerto Rico
and Mexico. We continue to grow our
presence around the world.”

Tito’s named Official Vodka of PGA Tour, Ryder Cup

Tito’s has announced some key events are held. to find one that is not pouring a vodka
sponsorships in the past few months with As part of the Tour’s Official cocktail behind the bar. Tito’s cocktails and
the PGA Tour and the Ryder Cup. Marketing Partner program, Tito’s will host golf have been a perfect match for years,
In August, Tito’s began a multi- the Tito’s Stillhouse Lounge at select Tour so we’re thrilled to make the relationship
year marketing sponsorship with the events throughout the season. official through our sponsorship with the
PGA Tour that named Tito’s the “Official Then in September, staying in the PGA Tour. With so many new players
Vodka of the PGA TOUR and PGA Tour world of professional golf, the PGA of picking up clubs for the first time, it is
Champions.” The five-year sponsorship America announced Tito’s as the Official perfect timing to work with the PGA Tour
will be highlighted by branded experiences Supplier and the Official Vodka of the to share the best moments of golf and
at PGA Tour tournaments featuring exciting Ryder Cup, which was held September competition with fans new and old, no
new activations and signature cocktails 21-26, 2021, at Whistling Straits in Kohler, matter their handicap,” said Taylor Berry,
crafted for fans. In addition to fresh Wisconsin. To highlight the sponsorship, Tito’s Handmade Vodka VP of Brand
experiences and cocktails, “Love, Tito’s,” Tito’s activated their Stillhouse Lounge Marketing. “With our collective dedication
the philanthropic heart of Tito’s Handmade within the Dye Plaza at Whistling Straits. to community and philanthropy, we have
Vodka, will engage in initiatives to increase “Go to any golf course clubhouse no doubt that we will be able to make an
its impact in communities where PGA Tour on a Saturday and it is almost impossible impact on and off the course.”
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