Image Source: Tito’s Handmade Vodka
Should Tito’s Join Or Lampoon The Canned Cocktail Trend?
Tito’s Handmade Vodka, among the few major vodka makers not to come out with a hard seltzer, is mocking the canned cocktail trend by selling empty cans to encourage consumers to mix their own drinks.
Supporting a “Resist Canformity” campaign, Tito’s last week released “Tito’s in a Big Can,” a limited-edition 128-ounce stainless steel keg for $200 that the Austin-based company describes as “an empty can to fill with Tito’s and whatever else you want.” It comes with a tap and handle, five-pack of CO2 cartridges, a CO2 regulator and a stainless-steel spear.
Also released was “Tito’s in Any Can,” a can-cooler that’s also a refillable cup for $30. It fits 16-ounce and 12-ounce cans.
“In a world where pre-mixed, pre-flavored canned cocktails have crowded shelves and filled fridges, Tito’s is resisting canformity,” the brand states on its website. “It’s time to liberate your libations, because we don’t make canned cocktails, pre-mixes, or seltzers, you do.”
All proceeds go to charities. The campaign builds on last August’s introduction of a $20 reusable 16-ounce insulated can.
Taylor Berry, VP of brand marketing for Tito’s, told CNN that the brand hasn’t entered the canned cocktail space because it wants to focus on vodka. “Ultimately, from a brand standpoint, [we’re] holding true to what we know and the strategy we’ve had from the beginning — making vodka. There’s an element of this brand not being sellouts,” he said.
Hard seltzer boomed during the novel coronavirus pandemic and vodka rivals Grey Goose, Smirnoff and Ketel One jumped on the trend.
Hard seltzer sales crashed last year and are now seen as stabilizing. A recent survey from the Distilled Spirits Council of the United States (DISCUS) predicted continued strong demand for the broader RTD (ready-to-drink) spirits category in the years ahead.
“The majority of alcohol consumers prefer those that are spirits-based,” said Robert Blizzard, partner at Public Opinion Strategies, which conducted the survey. “American consumers are increasingly prioritizing convenience, taste, variety, and quality in their choice of beverages. Spirits-based RTDs fit squarely in this trend.”
Discussion Questions
DISCUSSION QUESTIONS: What do you think of Tito’s “Resist Canformity” campaign and its limited-edition sale of empty cans? Is it a wise move or stubborn for Tito’s not to enter the canned cocktail category?
Poll
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Katie Thomas
Lead, Kearney Consumer Institute
Gary Sankary
Retail Industry Strategy, Esri
I give Titos credit for being innovative in this campaign. I think it will attract attention. Not sure how sticky it will be, but I don’t think that’s the point here.
It’s one thing to be a fast second in an emerging and building trend. But if hard seltzer crashed last year, then missing out on a passing fad is no big deal. I don’t know much about the tiers of the liquor market, but if hard seltzer is “moderate” and Tito’s is “better”, then Tito’s is probably smart to avoid a move that could be brand dilutive. In the meantime, they have offered their customer an alternative to participate in a manner that is more consistent with a “better” brand promise. Sometimes it is hard to determine if an emerging idea will be a fad or will enjoy long term life. In this case, I applaud Tito’s choice to differentiate rather than submit to “canformity”.
Clever campaign rebuffing a segment that got way too crowded, way too fast – like so many pandemic-adjacent trends (plant-based, lab grown meat, can you hear me?). We often assume consumers prioritize convenience over all else when in fact, with food and bev, they typically prioritize taste.
Many seltzers are made with poor quality alcohol with a masked flavor intended for easy drinkability. Tito’s is smart to acknowledge their consumers likely want a custom drink, made to their liking, with higher quality alcohol.
Judos to Tito’s for differentiating amidst a seas of similarity with other brands in this market. Sometimes you need to be the brand that zigs instead of zags! When you’re competitors are all joining a bandwagon, you have a choice with your brand – follow them and try to build a better product on that bandwagon… OR go in a completely different direction, combat the bandwagon and showcase your brand as a standout above all others. It’s a great laddering technique and I bet Tito’s will win over new fans with this campaign by staying true to their brand and not risking diluting it with adjacent products during what has clearly been a ‘fad’.
Brilliant marketing campaign. These types of beverages seem to be cyclical. From Bartle & James wine coolers to Zima to Hard Seltzers – they have their time and then fade. Vodka doesn’t fade. It’s a good charity campaign and great marketing campaign.
Is there a market for Seltzer infused with Vodka? Yes. As a vodka producer and seeing the trend, you aren’t a “sell out” if you expand your product mix to respond to a trend. If your research tells you that it is a fad destined to die then don’t source a partner to produce the Tito’s branded mixed drink. Personally, Tito’s tastes awful, a bit of seltzer might be an improvement!
Tito’s, Grey Goose, and Ketel One are all top-shelf vodkas. Each has won various rating awards in the past. Why, oh, why would any of them want to be in a premixed can?
Do we even know if Grey Goose or Ketel One fill the cans with their best vodka? The reality is the taste component of the vodka is almost nil. My take is that Grey Goose and Ketel One are screaming loud and clear…” cheap vodka”. Assuredly, the cans are not loaded with the real thing. This move may sell cans, but it will hurt the bona fides of the brands. Tito’s understands.
Tito’s, Grey Goose, and Ketel One are all top-shelf vodkas. Each has won various rating awards in the past. Why, oh, why would any of them want to be in a premixed can?
Do we even know if Grey Goose or Ketel One fill the cans with their best vodka? The reality is the taste component of the vodka is almost nil. My take is that Grey Goose and Ketel One are screaming loud and clear…” cheap vodka”. Assuredly, the cans are not loaded with the real thing. This move may sell cans, but it will hurt the bona fides of the brands. Tito’s understands.
Quite understandable that Tito’s would not want to get into the pre-mixed market. However, pre-made canned and bottled craft cocktails are a fast growing part of the market. This campaign will not stop that train from powering on, but maybe it helps mark Tito’s out as a premium brand for those serious about vodka. All in all, I think it’s a bit silly and pointless even if it does generate some noise.
While I am not a big fan of line extensions, in this case I believe Tito’s could enhance their brand image with an upscale canned hard seltzer that is based on the very successful Tito’s brand. If predictions of hard seltzer’s growth are to be believed, Tito’s needs to consider entering the fray rather than mock the category.
Clever, and good for them! If canned seltzer continues to sell, they can always enter with the appropriate messaging (“the Tito’s of seltzer” or something better!) and a premium price point.
But for now, I like it. Stand your ground!
Great move by Tito’s to remain true to their brand, customers and premium positioning by making the decision not to make RTD cocktails in a can. Sometimes the RTD can drinks from competitors can be of inferior quality or not be genuinely transparent about what alcohol is in the can which can impact the original liquor brand. This ad campaign solidifies that they are different and understand that their customers want to make their own high-quality cocktail, in their own way. It’s also pretty funny and memorable too!
Tito’s, campaign is a trailblazer! Amidst a crowded market, it chosen to zig while others zag. Tito’s clever campaign tackles the overwhelming trend in a witty way, recognizing that consumers prioritize taste and quality. Rather than settling for easy drinkability, it understand the importance of offering a custom drink experience with top-notch ingredients. By staying true to its brand and refusing to dilute it with adjacent products, the brand is winning over new fans and showing the world what it means to be a standout.