The Texas vodka brand will launch a major push across UK retail, trade and hospitality this summer, declaring “it’s time to bring the fun back”.
Tito’s Handmade Vodka is rolling out its first UK campaign, with activations kicking off across retail and trade in London, Manchester and Edinburgh this summer.
The first major step for the brand in the UK market, Tito’s ‘Real Good Vodka’ campaign will see more than 400 ‘Out Of Home’ placements, alongside visibility via 25 branded London taxis. UK retailers Sainsburys and Waitrose will also be shining a light on the Texas vodka brand.
Tito’s intends to communicate its “unpretentious” approach to quality to a UK audience, with its single SKU focused on “craft, consistency and character, rather than convention”, according to the producer. It is hoped that the campaign will land with younger premium drinkers looking for brands that feel more genuine, social and culturally connected.
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Tito’s has confirmed an increased focus on “trade partnerships, retail presence and on-trade visibility”.
“Vodka is evolving. Drinkers want quality, but they also want brands with personality, credibility and warmth,” said Christian Ozzati, Tito’s international marketing director.
“The UK is an incredibly important market for us long term. Our first campaign is about showing up in a bold, confident way, while continuing to build the right foundations across retail, trade and culture. We believe there’s a real opportunity for Tito’s to help shape what modern premium vodka looks like here; we believe the industry and our consumers have drifted into a stand-off with the moments we’re here to create. It’s time to bring the fun back and we’re setting out to help people rediscover the good times.”
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