Issue link: https://digital.copcomm.com/i/701904
96 / the tasting panel / july 2016 CATEGORY REPORT With the number of spirit brands that are out on the market today, what creates brand loyalty, beyond taste, is story—a story of that people enjoy hearing, and that keeps them coming back, again and again. Tito's Handmade Vodka is lucky to have both story and taste, creating a winning combination that makes it a standout in a category that has seen plenty of new brands in the past couple years. The namesake brand was started by Tito Beveridge in Austin, Texas, in the early '90s, when he began making infused vodka as Christmas gifts for friends and family. He considered turning it into a business, but at the time, flavored vodkas weren't popular, so Tito decided to focus on making one great product. It grew into a potential business plan, and Tito built his own still and experimented until he was satisfied his product was better than any others out there. He created the first legal distillery in Texas, and from the small business that won a Double Gold medal right out the gate at the San Francisco World Spirits Competition in 2001, Tito has built a beloved (and, at an SRP of $20, affordable) small-batch product whose story is one to be shared. Puppy Love And Tito's story isn't over just yet: His love of dogs has always been intertwined with Tito's Vodka, and now more than ever with their campaign "Vodka for Dog People." Nicole Portwood, VP of Brand Marketing at Tito's, notes that it's not for publicity, but is a cause that's near and dear to many at the company. "An important part of the story here at Tito's Handmade Vodka is the innate connection we have with our canine counterparts. Since the beginning, we have been committed to rescuing and protecting the animals that have come into our lives—many of whom now thrive alongside us at our distillery and our office. The vision of our Vodka for Dog People program is to unite with our friends, fans and partners to better the lives of pets and their families far and wide." Their efforts include "Yappy Hours" at dog-friendly bars and restaurants all around the country and selling related merchandise with all proceeds going to local animal welfare organizations. Summer Sippin' So what else separates Tito's Handmade Vodka from the competition? It might be the fact that it's naturally-gluten free, an important distinction in a time where gluten-free products are more popular than ever. Or, according to Portwood, it's the distillation: "Our pot-distillation method and being made from corn gives our vodka a unique soft, rounded feel that makes it perfect for sipping on the rocks or blending with simple ingredients for a fantastic cocktail every time." In the summer, it's the vodka that bartenders reach to first when creating their warm weather cocktail menus. To showcase Tito's smooth flavor, Portwood recommends keeping things fresh and simple: "We love to capitalize on all the amazing fresh produce available this time of year—whether you are garnishing your lemonade with blueberries or infusing a bottle with strawberries, fresh, seasonal flavors are perfect for bringing a taste of summer to your glass. If you can buy it at the farmer's market, it can make a great cocktail! Basil and strawberry enhance and summer-ize a classic Mule, a few fresh blueberries jazz up a Tito's and lemonade." —J. H.-D. FIFTH GENERATION, INC. The Storyteller with Tito's Vodka "The vision of our Vodka for Dog People program is to unite with our friends, fans and partners to better the lives of pets and their families far and wide."