The Line Down the Middle
After several failed business ventures and before Tito’s Handmade Vodka, Tito, already known as “The Vodka Guy” amongst friends, was looking for a little inspiration. He 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 did. He defined those things he was most skilled at on one side, and added those things he felt most passionate about to the other. He immediately recognized that he was drawn to meeting new people, making and enjoying fine spirits, and had a genuine knack for selling. In a life-changing moment, Tito’s path became clear and he decided to create his own vodka company. These basic tenets—following what you love and staying true to your talents—remain the backbone of Tito’s passionate pursuit in the highly competitive spirits industry and beyond.