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There Comes a Time When Every Alcohol Brand Must Ask – Should We Make a Seltzer? And Our Answer is… NO. Introducing: Tito’s in a Can*

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As the liquor store beer aisle has quickly been overtaken by slim cans and clear and sparkling liquids, Tito’s Handmade Vodka has been quietly working on a ground-breaking innovation of their own. An innovation that eschews aluminum for insulated steel, single-use for reusability, and variety packs for customization… the vodka brand is finally launching Tito’s in a Can*: a limited-edition, 16-ounce, double-steel-walled, insulated, refillable can. Consumers won’t be able to find Tito’s in a Can* among the black cherry and mango-flavored beverages at their local store because the can is completely empty. That’s right, Tito’s is launching an empty can so fans can make their canned cocktails the way they like them: with Tito’s Handmade Vodka and literally whatever ingredients they want.

The inspiration for Tito’s in a Can* came from the never-ending flood of seltzers and canned cocktails being introduced into the market... While most alcohol companies may see ready-to-drink cocktails as a required product launch this decade, Tito’s bucks the trend and remains true to its stance that they only make one product, and that’s vodka-flavored vodka.

“At Tito’s, we put our energy into doing one thing, and doing it really well: making a high-quality and smooth vodka at a reasonable price,” said Taylor Berry, Vice President of Brand Marketing at Tito’s Handmade Vodka. “We developed Tito’s in a Can* so Tito’s drinkers can make their own, better-quality seltzers… ones that are fresh, and are as strong or carbonated or citrusy as you want. Because we don’t make seltzers, you do.”

Tito’s in a Can* INGREDIENTS NOT INCLUDED: No, it’s not a mistake. It’s an opportunity.

To complement the launch of Tito’s in a Can*, Tito’s Handmade Vodka is also unveiling a 30-second video that captures the excitement for the highly anticipated product launch. The video and other creative assets were made in partnership with Arts & Letters Creative Co.

Available for a limited time, Tito’s in a Can* can be purchased online at www.titosinacan.com or at the Love, Tito’s retail store in Austin, TX. Each can is $20 USD with all net proceeds going to the customer's choice of nonprofit that the brand has teamed up with.

To learn more about Tito’s in a Can*, visit www.titosinacan.com and follow the brand on Facebook, Instagram, and Twitter.

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About Tito’s Handmade Vodka

Tito’s Handmade Vodka was founded by sixth-generation Texan, Bert “Tito” Beveridge. In the mid-nineties, on a plot of land in rural Austin, he built a 998 square foot shack, rigged a pot still with spare parts, and created Tito’s Handmade Vodka. Tito’s corn-based vodka is certified gluten-free. Tito’s Handmade Vodka is distilled and bottled by Fifth Generation, Inc. in Austin, Texas, and is available in Liter, 1.75L, 750ml, 375ml, 200ml, and 50ml sizes. For more information, visit www.titosvodka.com.