Every brand boasts a distinct origin, but few are as quirky and heartwarming as that of Tito’s Handmade Vodka. This Austin-based spirit’s story intertwines humble beginnings, featuring copper stills, stray dogs, and a creatively modified turkey fryer. Through a new campaign designed by Arts & Letters, Tito’s pays homage to these unique elements that have shaped its identity over the last thirty years.
Celebrating Tito’s Unique Journey
The campaign, titled “Thank You for Choosing Tito’s Handmade Vodka,” reflects the gratitude the brand feels toward the eccentric details that have defined its history. Spanning four 30-second video spots, Tito’s expresses appreciation for its copper stills, the stray dogs that became synonymous with the brand, and even the challenges presented by Texas’ alcohol regulations. Each element contributes significantly to Tito’s narrative and loyal customer base.
A Historic Pursuit of Distillation
Tito’s origin story is anything but ordinary. Founder Bert “Tito” Beveridge creatively crafted his first still using two empty Dr Pepper kegs connected to the turkey fryer he had previously employed for frying catfish. The path to gaining the necessary licensing was arduous, as the Texas Alcoholic Beverage Commission initially rejected his application due to seemingly restrictive laws. However, after diligent research and advocacy, Beveridge discovered that no specific law prohibited distilleries in Texas, paving the way for the state’s first legal distillery to operate in April 1997.
Stray dogs that frequented the distillery site became an iconic feature of the brand, leading to the inception of the “Vodka for Dog People” initiative. This program supports various animal nonprofits across the country, focusing on spaying and neutering, affordable veterinary care, and pet adoptions.
A Campaign Rooted in Authenticity
According to Taylor Berry, Tito’s SVP of marketing, the brand’s unique journey owes much to the people who supported its inception. “If you trace the Tito’s story back to the beginning, it doesn’t just start with great vodka. It starts with a lot of people willing to give us a shot,” he stated. The authenticity of their narrative was not generated for marketing but rather naturally evolved as part of their history.
Creative director Jacob Pankey from Arts & Letters noted that exploring the early days of Tito’s was enriching. “The opportunity to continually dive deeper and drill down on those early experiences was an absolute joy. It’s an iconic brand, and those formative years are full of intriguing tales worth sharing.” Selecting just four stories for this campaign was no easy task, given the interesting history.
The Campaign’s Wide Reach
This integrated campaign is poised to reach audiences through various channels, including connected TV, YouTube, social media platforms like Meta and TikTok, as well as out-of-home advertising and digital banners. With each element of the campaign, Tito’s Handmade Vodka reinforces its commitment to authenticity and gratitude, reminding consumers of the unique journey that led to the creation of this beloved spirit.
As Tito’s Handmade Vodka continues to grow and evolve, it remains rooted in the captivating stories of its past while drawing in new customers who appreciate a brand with a heart and a compelling narrative. Through initiatives like this campaign, Tito’s ensures its legacy not only thrives but also connects on a personal level with its audience.