Tito's Handmade Vodka continues to challenge the canned cocktail trend, introducing a new product priced at $200, the 128-ounce 'Tito's in a Big Can.' The empty mini-keg serves as an invitation for customers to concoct their own tailor-made cocktails, defying the 'canformity' that defines pre-mixed drinks.
In a recent discussion with CNN, Taylor Berry, Tito's vice president of brand marketing, emphasized the company's dedication to producing premium vodka. According to Berry, this unwavering commitment has propelled Tito's success, making it the top-selling vodka brand in the US.
The family-owned business, established in 1995 by Bert “Tito” Beveridge, has experienced significant growth since its inception. Nevertheless, Tito's refrains from publicizing sales figures.
Vodka continues to dominate the American spirit market, amassing over $7 billion in sales in 2021, according to the Distilled Spirits Council of the US (DISCUS). Meanwhile, pre-mixed cocktails are also gaining traction, with a 36% increase in sales last year that surpassed $2 billion.
Major vodka brands like Grey Goose, Smirnoff, and Ketel One are quickly entering the pre-mixed cocktail sector, capitalizing on this mounting interest. In contrast, Tito's remains steadfast in its refusal to pursue the canned cocktail market.
Berry asserts that Tito's enduring focus on crafting exceptional vodka has been the driving force behind the company's growth and will continue to be its central strategy. By staying true to the brand's core tenets and refusing to chase trends, Tito's distinguishes itself as a company that values authenticity over profit.
