Issue link: https://digital.copcomm.com/i/14611
DEPARTMENT HEADER Jeff Hodson, Western Regional VP Sales for Tito’s, and Mac Gregory, F&B Director at The Phoenican Resort, enjoy made-to-order Tito’s cocktails at the Thirsty Camel bar, where international travelers and locals alike are introduced to the brand. Says Gregory, “I’m really passionate about U.S.-made. I always refer to Tito’s as the perfect expression of that.” 19 maxxed-out credit cards in an attempt to create the first legal distillery in Texas and launch a brand that would put a dent in an already-saturated vodka market. But Beveridge’s leap of faith paid off; from the 1,000 cases first produced in 1997, today, Tito’s Handmade Vodka is one of the fastest-sell- ing and growing spirits out there. With demand outstripping supply, Tito’s added a second copper pot still for distillation in 2009, but there’s not much else that has changed in the brand’s 15-year existence. “We have stayed true to ourselves,” explains Jeff Hodson, Western Regional VP of Sales for the brand. “We still make and bottle everything 100% right here at the distillery, and we’ve never rushed increasing our production—even though we do have the capabilities.” Hodson, a 33-year vodka business veteran, also attributes the brand’s success to Beveridge’s continued day-to-day involvement. “Tito is the real deal. When we say hands-on, we mean hands-on. Right now, he’s probably walking the distillery floor with test tubes in his pocket, tasting every- thing, making sure every batch is just right,” laughs Hodson. Beveridge’s quest for perfection has been an ideal fit at The Phoenican, where, under Gregory’s guidance, the brand has found a home on the vodka menu property-wide. “From banquet and catering, to poolside and all 12 of our bars and restaurants, Tito’s has a huge application for us,” says Gregory. “We believe Tito’s is baseline, the point from which all of our vodkas must be judged.” According to Gregory, Tito’s is the perfect comparison point because it embodies all that vodka should be: colorless, odorless and tasteless. “We talk about Tito’s as a true neutral spirit,” he attests. “It does very well on ice, very well neat, but it’s such a clear expression of the spirit that it allows our mixologists to go crazy with it.” Barstaff at The Phoenican have embraced Tito’s not only as a mixable spirit, but also as an experiential tool for guests for whom domestic vodkas are as mythical as a phoenix rising from the ashes. “We like to have a story behind everything we do in order to create an experience for the guest,” says Gregory, “and our customers don’t always know about domestic vodkas. In this country, we talk about our bourbons and our wines, but not other distillates.” With staff focusing on educating and introducing guests to something new, it’s no wonder the Arizona market for Tito’s is growing at 130%, but Gregory knows that his mixologists are equally as smitten with the brand. “The staff enjoys sharing the experience with the guest, but they gravitate towards Tito’s all on their own. Now, when they go out, they want Tito’s too—there’s probably accounts opening up all over town thanks to my staff,” he laughs. With the support of an F&B guru like Gregory and a high-end, world-renowned property like The Phoenician, Tito’s seems destined to succeed. “I really believe Tito’s has just scratched the surface,” states Gregory, as sure of this as anything. “I think there’s a long way for it to go, and all good news. It just keeps on doing its thing.” august 2010 / the tasting panel / 73