Tito’s Handmade Vodka is stopping short of releasing an RTD extension, offering consumers two branded, refillable can concepts in which to make their own premixes.
The ‘Canformity’ activation, which runs in the US, features ‘Tito’s in a Big Can’, a 3.8-litre, steel mini-keg that includes a CO2 regulator. ‘Tito’s in Any Can’, meanwhile, is an insulated cooler and drinking receptacle that can be used on 16- and 12oz [47 and 35cl] cans. The pair are on sale now through the brand’s website in the US, priced at US$200 and $30, respectively. Both are limited editions.
According to brand owner Fifth Generation, the pair have been launched to “further reinforce” its “commitment not to make a canned cocktail”.
The net sales from the cans are being donated to non-profit organisations selected by Tito’s and chosen by the consumer.
“Tito’s Handmade Vodka has become beloved around the world … because we build brand loyalty through highly creative, universally relevant and fun campaigns like Tito’s in a Can, and now Tito’s in a Big Can,” said MD of international John McDonnell.
A report from digital ordering platform at the end of last year placed Tito’s at the top of the chart for alcohol beverages ordered in the US on-premise channel.
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