Page 60 - TFWA World Exhibit 2022 Special Edition

INSIDER

Tito’s travel retail business “storms back” in 2022 as brand

celebrates 25th anniversary

Tito’s Handmade Vodka has continued “We were able to make some
to celebrate its 25th anniversary in 2022, distributor changes during COVID. We
as it has rolled out a new special label and have a new Italian distributor, a new
expanded distribution to new markets in distributor in Israel. And these new
both domestic and travel retail locations. distributors are really focused on our brand.
“Our travel retail business has come A lot of distributors had more time to listen
storming back,” John McDonnell, Tito’s to us during the pandemic. We are the
Managing Director International, tells TMI. number one brand in the U.S. by a mile and
“We are on the shelves with the anniversary are growing around the world.”
label with the 750mls and liters. We have McDonnell says he is optimistic for
secured a bunch of new duty free listings: the brand as more and more people begin
Qatar, Bahrain, Oman, Kuala Lampor.” traveling again.
The listings in the Middle East are “I see great things in the future for
new for Tito’s, which was previously only Tito’s. More and more people are finding
available in Dubai Duty Free, where the their way back to bars and restaurants. We
brand is doing very well, says McDonnell. are able to conduct tastings and samplings
“We have made a lot of gains in Africa for the brand again.
and the Middle East. We had virtually “A lot of people are over COVID
nothing in Africa and just Dubai Duty mentally,” he says.
Free in the Middle East. Now we’ve added “It is pent up energy. Everybody wants
Oman, Bahrain, Qatar, along with new to travel in Europe and the Americas.”
listings in Africa. And we just scored Tel Tito’s was named the number one
Aviv. Our business in Dubai has exploded.” cult spirits brand in the world in August
Having the right distributor partners by Spirits Business. The “cult brand”
is key for the growth of the brand dominates spirits sales in the United States,
internationally, says McDonnell. overtaking Smirnoff in 2019.

With a view to maintaining its renowned differentiation, (and
maybe make a little fun of all the brand’s launching RTDs and hard
seltzers), Tito’s Handmade Vodka introduced its own “ground-
breaking innovation” -- Tito’s in a Can. The limited-edition,
16-ounce, double-steel walled, insulated, refillable can came filled
with nothing! The reason, said the company, is so fans can make
their canned cocktails the way they like them: with Tito’s Handmade
Vodka and whatever ingredients they want.
“While most alcohol companies may see ready-to-drink
cocktails as a required product launch this decade, Tito’s bucks
the trend and remains true to its stance that they only make one
product, and that’s vodka-flavored vodka,” said the company’s
official announcement. In fact, the Tito’s in a Can blurb boasts that
INGREDIENTS NOT INCLUDED. Tito’s in a Can was available
while supplies last at TitosInACan.com or at the Love, Tito’s retail
store in Austin, Texas.
The can is $20, but all proceeds go to one of Tito’s partner
nonprofits, which are listed on the website.
“At Tito’s, we put our energy into doing one thing, and doing it
really well: making a high-quality and smooth vodka at a reasonable
price,” said Taylor Berry, Vice President of Brand Marketing at
Tito’s Handmade Vodka. “We developed Tito’s in a Can so Tito’s
drinkers can make their own, better-quality seltzers… ones that
are fresh, and are as strong or carbonated or citrusy as you want.
Because we don’t make seltzers, you do.”

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