Founded by sixth-generation Texan Bert “Tito” Beveridge, Tito’s Handmade Vodka, is reminding the spirits world how far the brand has come in just 25 years. From being distilled in an Austin shack to a fan favourite at music festivals like Austin City Limits.
For its quarter-century anniversary, Tito’s announced a year-long celebration that tells its story while showing appreciation for its dedicated fans. To kick things off, the brand unveiled its newly designed commemorative bottle featuring a special emblem and a short ode to its fans.
The brand has also created an augmented reality experience with artwork hand-painted by artist Paul Mann, accessible via a QR code displayed where Tito’s is sold. Scanning it will offer fans a glimpse into Tito’s origin story through four interactive chapters: The Distillery, The Juice, The Hometown and The Dogs.
To promote the anniversary, the brand created a 30-second advertisement narrating its history. Tito’s also rolled out a contest to find and thank its biggest fans with a chance at a trip to Austin from October 13th – 16th to attend a party at Tito’s Stillhouse Lounge during the Austin City Limits Music Festival.
The brand is planning more anniversary activations as the year progresses, including OOH murals around the country featuring Mann’s artwork.
“The 25th design keeps the spirit of our beloved label so our fans know it’s the same great juice on the inside, but we’ve included special elements to celebrate our anniversary,” Taylor Berry, vp of brand marketing at Tito’s Handmade Vodka, said in a statement. “You can always keep the bottle as a reminder of the integral role you played in our story.”
Directing focus onto the fans
Tito’s has historically maintained a marketing presence at music festivals to drive fans to its brand, but the pandemic put a hold on these kinds of events. However, the brand remains focused on reaching consumers directly with similar activations, such as the first Tito’s Made to Order Music Festival, a four-part live streamed event that took place at the height of the pandemic in 2020.
“Our loyal Tito’s fans have been the force that’s made the brand into what it is today, and we are so thankful for each and every one of them and their continued support,” Frank Polley, vp of trade marketing at Tito’s, said in a statement. “One of the best parts about working at Tito’s is hearing everyone’s stories of how they discovered the brand, or their favourite memories that involve some Tito’s being poured. We’re excited to hear more stories and can’t wait to meet and clink glasses with some of our biggest fans in October to celebrate 25 years of Tito’s, and toast to the next 25.”
To enter the fan contest, visit the brand’s dedicated website.