“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.”
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.
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. “