The success of Tito’s Handmade Vodka contains several lessons for small businesses on how to take on “the big guys”. Tito’s was launched in 1997 when the founder, Bert Beveridge (yes, ‘Beveridge’ is his real surname) ran up $88,000 of debt on 19 credit cards. Tito’s became the top-selling spirits brand in the U.S. in 2017, surpassing more established players like Jack Daniel’s Black Label and Smirnoff Red Label.
Tito’s now commands a 7.1% share of the fragmented vodka market and sales jumped 40.8% in 2017 to $198 million. Advertising Age Magazine has named Tito’s Handmade Vodka as their 2017 Marketer of The Year.
But the brand’s growth is not the only reason for this award. According to Advertising Age Magazine, Tito’s path to the top is an example of the new marketing battlefield in which upstart brands are successfully taking on competitive giants without big-spending ad techniques.
The magazine sited “Scrappy marketing like its ‘Vodka for Dog People,’ a cause marketing effort that included events like Yappy Hours and Puppy Pawties to raise money for organization like no-kill shelters.” in selecting Tito’s as Marketer of the Year.
Have you considered reaching out and touching the hearts and minds of your customers through cause marketing?
