Levi KeswickKey takeaways:
- Tito’s Handmade Vodka has risen from humble beginnings to become America’s best-selling distilled spirit.
- Its creator, Bert ‘Tito’ Beveridge, crafted the brand’s unflavoured vodka with meticulous attention to quality, striving for the smoothest, purest product.
- A unique distillation process and a minimalist approach to branding set Tito’s Handmade Vodka apart from its competition.
- The iconic small Tito’s bottle is a testament to the brand’s commitment to simplicity and authenticity.
A Tale of Tenacity and Vision
In 1995, Bert ‘Tito’ Beveridge, a Texas man with a dream, was grappling with a sluggish market response to his flavored vodka. But in true entrepreneurial fashion, he saw opportunity where others might see failure. Tito recognized a niche for locally produced, high-quality, handmade vodka – thus was born the ambition to create America’s Original Craft Vodka.
Refocusing his energy, Tito started developing an unflavored vodka, marked by its smoothness and purity. His efforts bore fruit within a decade. By 2005, Tito’s Handmade Vodka was moving 150,000 cases per year and has since surpassed Smirnoff to become the top-selling distilled spirit in the U.S. Quite an accomplishment for a man who honed his vodka-crafting skills through trial and error in an Austin shack!
What Sets Tito’s Handmade Vodka Apart?
Tito’s Handmade Vodka’s charm lies in its simplicity. Aided by the small Tito’s bottle, the packaging is unassuming, allowing the corn-based, gluten-free vodka to shine on its own merits. Unlike the more ostentatious branding seen on other spirit bottles, Tito’s opted for a clean, minimalist design, which has since become a brand hallmark.
In an industry saturated with bold labeling and audacious packaging, Tito’s stands out with its understated and authentic approach. As Tito himself desired, the packaging never overshadows the real treasure – the pure, superior vodka held within.
The Distillation Process: A Testament to Quality
The brand’s commitment to quality is reflected in its meticulous distillation process. Tito’s Vodka is distilled six times – double the standard amount, using a corn mash base rather than wheat or potato. This process results in an ultra-smooth, pristine spirit with a slightly candied aftertaste, thanks to the corn.
And while other brands might be tempted to introduce flavored variants, Tito’s has stuck to its guns, focusing exclusively on their pure, unflavored vodka. However, for those who fancy a twist, the brand’s website offers tips on creating your own infusions.
A Maverick’s Journey to Success
Beyond the product itself, the story of Tito Beveridge, or ‘the vodka guy,’ is a significant part of the brand’s appeal. A former groundwater geologist, oil driller, and mortgage broker, Tito didn’t have a distillation legacy to lean on. He learned the craft the old-fashioned way, from studying grainy Prohibition-era photographs of moonshine operations and incessant trials.
In his quest for the perfect vodka, Tito would compare his creations against established competitors. Many batches were cast aside until he finally crafted a vodka that was so pure and smooth, it could be enjoyed neat.
Spreading the Word and Breaking Ground
Getting the perfectly distilled vodka was only half the battle won. Tito’s next challenge was to get his product on the shelves. Despite hurdles in acquiring a license to distill vodka in Texas, he persisted, eventually leading a microdistillery movement in the state.
Days were spent hand-bottling vodka, attaching labels, and capping bottles. Nights were devoted to promoting his creation at bars, restaurants, and parties. Slowly but surely, Tito’s Handmade Vodka began to garner a loyal following.
The Legacy of Tito’s Handmade Vodka
Tito’s journey from a struggling flavored vodka seller to becoming ‘the vodka guy’ is a testament to the power of perseverance, quality, and authenticity. Today, the small Tito’s bottle is not just a vessel holding America’s Original Craft Vodka; it’s a symbol of an extraordinary journey fueled by passion and tenacity.
As the brand continues to flourish, it holds tight to its roots, valuing simplicity and purity above all else, a reminder that even in the world of spirits, less can indeed be more. This Texas gem has made its mark, reminding us all that big impacts often come from the most humble beginnings.
