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Tito’s Talk on Failure

PechaKucha Night #20, June 4, 2014, Austin, Texas

Around the early 90s, after a few years of making flavored vodka on the side to give to friends, folks would come up to Tito at parties and say, “Oh, you’re the vodka guy.” That stuck with him through careers in geophysics and real estate.

Then, a few years after that started, when he was looking for a little inspiration, Tito saw this guy on TV say, “If you’re trying to find your life’s work, find your passion. Make a list of what you love to do and what you’re good at, and see where they intersect.” So, he made those lists, and ended up in the vodka business… he was already “the vodka guy,” so it just made sense. This simple act launched his Fresh Start.

Launch Your Fresh Start

If you’re looking for some direction too, why not try the very same Line Down the Middle Exercise that helped Tito realize and pursue his passion?!

Draw a line down the middle of a piece of paper (or print a PDF). Before you start to write, pour a drink— it’ll be your truth serum. On the left side, list what do you love to do; on the right side of the sheet, list what you’re good at. Then, just like Tito did, see where your lists intersect. And show it to a friend, just to keep you honest.

Share your completed exercise with us by posting it to Twitter or Instagram with #TitoMoment.

Sips for a Fresh Start

In celebration of Tito’s Fresh Start we’re sipping on simple classics; cocktails that only call for Tito’s Handmade Vodka plus one additional ingredient (and a garnish for fun). Here are two of our favorite Tito’s +1 cocktails.




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