Summary of DTC Podcast Episode 495: "How Tito’s Built America’s #1 Vodka Brand Without Celebrities or Flavors"

In episode 495 of the DTC Podcast, hosted by Eric Dick, Taylor Berry from Tito's Handmade Vodka shares the remarkable journey of how Tito's ascended to become America's leading vodka brand without leveraging celebrities or introducing flavored variants. The conversation delves into Taylor's professional background, the authentic branding strategies employed by Tito's, innovative marketing campaigns like the Spokescart, and the brand's commitment to community engagement.

1. Taylor Berry’s Hero’s Journey and Role at Tito's

Taylor Berry begins by recounting his career trajectory, highlighting his tenure at Apple and his pivotal role at Droga 5 where he worked on the Dos Equis account. His path to Tito's was serendipitous, stemming from a chance meeting with Tito Beverage at a USC UT football game. This encounter led Taylor to relocate from New York to Austin, marking a transformative decision that aligned him with a rapidly growing, family-owned business.

"I ended up moving from New York to Austin about two months later. And man, it was the best decision of my entire life." — Taylor Berry [02:31]

2. The Origin Story of Tito’s Handmade Vodka

Taylor delves into the humble beginnings of Tito's. Initially a geologist and entrepreneur with ventures in the oil industry, Tito Beverage faced multiple business failures before venturing into the vodka market. Utilizing his scientific background, Tito meticulously crafted his vodka by experimenting with ingredients and distillation methods in a makeshift still fashioned from a turkey fryer and an old keg. Despite financial constraints, including funding the initial operations through credit cards, Tito's passion and dedication laid the foundation for what would become a national brand.

"He started his own mortgage company, still broke. And as gifts, he started infusing cheap vodka for his friends." — Taylor Berry [05:06]

3. Branding and Authenticity

A cornerstone of Tito's success is its unwavering commitment to authenticity. Unlike many spirits brands that invest heavily in sleek packaging and celebrity endorsements, Tito's maintains a simple, unpolished aesthetic that resonates with everyday consumers. The original label, designed by Tito using CorelDRAW, has remained largely unchanged, embodying the brand’s genuine and approachable nature.

"It's just a really nice breath of fresh air." — Taylor Berry [10:44]

4. Marketing Strategies and Early Wins

Taylor emphasizes the importance of establishing a strong brand voice. Instead of diversifying into flavored vodkas like many competitors, Tito's focused on maintaining a single, high-quality product. Creative initiatives, such as the "Tito's in a Can" campaign, showcased the brand’s quirky personality and received positive feedback for their originality and relatability.

"We never felt like we had the need to have somebody represent the brand for us." — Taylor Berry [15:46]

5. The "Dog for Dog People" Campaign

One of Tito's standout marketing efforts is the "Dog for Dog People" program, which originated from Tito’s genuine love for dogs. Initially, Tito would feed stray dogs near his distillery, a gesture that evolved into a formalized program supporting local shelters and nonprofits. This initiative not only addresses a community need but also deepens the emotional connection between the brand and its consumers.

"We started working with a local nonprofit here called Emancipet that works on low cost spay neuter in Austin." — Taylor Berry [19:08]

6. The Spokescart Campaign

The Spokescart campaign represents Tito's innovative approach to marketing. Developed in collaboration with agency Arts and Letters, Spokescart is an autonomous bar cart designed to enhance everyday situations with Tito's cocktails. This campaign aligns with the "With Tito’s" brand platform, aiming to make any good situation even better with a touch of humor and quirkiness. Unlike traditional advertising that relies on celebrities, Spokescart embodies the brand's unique personality, offering relatable and entertaining content.

"It's such a funny idea... a little bit outside of the traditional advertising space." — Taylor Berry [22:37]

7. Measuring Campaign Performance

Taylor discusses the challenges of measuring campaign effectiveness in the alcohol industry, where direct sales data is often limited due to regulatory restrictions. Tito's leverages engagement metrics, social media interactions, and partnerships with panel organizations to gauge the success of campaigns like Spokescart. These methods provide directional insights into household penetration and overall brand awareness.

"Engagement is a huge thing for a campaign like this." — Taylor Berry [31:48]

8. Future Plans and Community Engagement

Looking ahead, Tito's plans to expand the Spokescart’s presence at real-world events such as music festivals and branded experiences. This initiative aims to enhance consumer interaction and further solidify Tito's position in the market. Additionally, the brand remains committed to community-focused programs, ensuring that its growth continues to benefit the communities it serves.

"It's going to be the next unlock for us." — Taylor Berry [35:25]

Notable Quotes

• "It's a crowded category... the quality of the product, and I think that's paramount." — Taylor Berry [15:46]
• "This whole thing could not have happened without them." — Taylor Berry [15:14]
• "We do things a little bit differently... resourceful very much as the way the, the spokescart is resourceful in a way." — Taylor Berry [27:56]
• "It doesn't need to be gut-busting... it's meant to be charming." — Taylor Berry [31:28]

Conclusion

Taylor Berry's insights reveal that Tito's Handmade Vodka's ascent to the top is rooted in authenticity, community engagement, and innovative marketing strategies that eschew traditional celebrity endorsements. By maintaining a singular focus on quality and fostering genuine relationships with consumers, Tito's has carved out a unique space in the competitive spirits market, setting a benchmark for direct-to-consumer brands aiming to build lasting success without conventional marketing shortcuts.