In 1995, Tito had a dream to create a smooth, accessible vodka that anyone could enjoy. His path to founding a distillery, however, was unconventional. With a background in geology and no formal training in distilling, Tito faced a steep learning curve and limited resources. But his desire to create something truly his own kept him going. In fact, Tito had to mortgage his home and max out credit cards to purchase his first still and secure a small space in Austin to get his operation up and running.

In the early days, Tito did everything himself, from making the vodka to bottling, labelling, and even hand selling it to local bars and liquor stores. He would often drive around Austin in his truck, persuading local bartenders and store owners to give his vodka a chance. His determination to build something from nothing led him to work tirelessly, often around the clock, perfecting his vodka recipe and convincing customers to take a chance on an unknown brand. Tito’s dedication soon started to pay off as word spread, and his vodka began gaining popularity.

Even as the brand grew, Tito remained committed to his craft roots and the straightforward methods that helped him build the business from scratch. Every batch of Tito’s Handmade Vodka is distilled in pot stills, just like the original batches Tito made himself. This labour-intensive approach is unusual for vodka, as it’s typically distilled in column stills for efficiency. But for Tito, the pot-still process is what gives the vodka its smooth, distinctive flavour and natural sweetness from the 100% corn base, which is also what makes Tito’s naturally gluten-free.

Tito’s growth wasn’t fuelled by flashy marketing or gimmicks; instead, it came from the quality of the product and Tito’s reputation for honesty and hard work. The brand’s simplicity and authenticity were appealing, making it accessible and unpretentious—a refreshing contrast in an industry often defined by luxury branding.

Beyond making vodka, Tito wanted to create a brand that gave back. Through its “Love, Tito’s” philanthropic program, Tito’s Handmade Vodka has been able to support countless charitable causes, from disaster relief to animal welfare and community development. Tito’s emphasis on philanthropy and community building aligns with the spirit of the brand, which started with Tito’s own willingness to put in hard work and pay it forward. The program, which began as a small charitable initiative, has grown substantially, extending Tito’s reach beyond just vodka and into meaningful contributions to society.