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 constant release of seltzers and canned cocktails that are being introduced into the market… Tito’s is looking to buck the trend and remain 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.
Tito’s in a Can* is available for a limited time and can be purchased online at www.titosinacan.com or at the Love, Tito’s retail store in downtown Austin. Each can is $20 USD with all net proceeds going to the customer’s choice of nonprofit that the brand has teamed up with.