According to Wine & Spirits Daily, Tito’s Handmade Vodka, a pioneer in the artisanal spirits market, surpassed Smirnoff and Jack Daniel’s to become the most successful off-trade spirits brand in the United States in 2017.
Over that period, Tito’s sales increased 44% to USD 190M. Jack Daniel’s (Brown-Forman) bourbon was ranked second at USD 178M, and Smirnoff (Diageo) vodka was third at USD 173M after seeing a decline of 1.1%.
Tito’s, the only one of the top 40 brands on the list not belonging to a group, boosted its market thanks to its affordable prices and fun marketing.
Named after its founder, Tito Beveridge, the brand has been manufactured in Texas since 1997. Unlike its competitors, which have developed flavoured vodkas, Tito’s makes only one artisanal vodka.