Tito poaching canned cocktails with $20 empty cans

The vodka brand sells completely empty packaging that encourages customers to make canned cocktails as they like, preferably with Tito vodka. “Tito’s in a Can” is just…almost: It’s a 16-ounce, refillable $20 can that’s meant to be a cheeky swipe at the ever-growing cocktail trend.

“Despite the flow of different flavors and variations, we’ve always believed that the idea of ​​personalization is always the way,” Taylor Perry, Tito’s Vice President of Brand Marketing, told CNN Business exclusively to CNN Business. “You can make a cocktail any way you like and if you want portability, here’s a can we made for you – it just so happens to be empty.”

The box is now on sale for a limited time at Tito’s online store with net proceeds that benefit charity.

Perry said customers ask Tito to enter the canned cocktail space. The brand has so far resisted, and Berry said that’s because Tito’s prefers to focus on simply making vodka.

“We’ve been around for a quarter of a century at this point, and there’s been a lot of trends that’s been happening throughout the alcohol industry,” he said. “We’ve stayed true to our roots – doing one thing, doing one thing right.”

Despite the “linguistic” marketing ploy (after all, it’s an empty $20 can), Berry said it’s “a way of expressing a lot of the brand’s personality and that straightforward thinking we have in terms of what we want to do, and that’s fair.” [to make] Tito’s handmade vodka.

Vodka is the best-selling spirit in the United States, generating more than $7 billion in sales last year according to the Distilled Spirits Council of the United States (DISCUS). Tito’s popularity has grown since the Texas-based brand started in 1995. The family-owned company doesn’t release sales numbers, but Tito is one of the best-selling vodka brands in the country.

However, as consumers crave convenience and new flavors, ready-to-drink cocktails have mushroomed in popularity in recent years. DISCUS recently revealed that sales of premixed cocktails grew more than 40% last year, surpassing $1.6 billion in sales and second only to vodka by volume.

But Berry said Tito’s isn’t afraid to lose out on the canned cocktails.

Ultimately, from a brand point of view, [we’re] Sticking to what we know and the strategy we’ve been following from the start – making vodka. There is an item in this brand that is not being sold. “

Leave a Reply

%d bloggers like this: