Tito’s Vodka taps consumer demand in Africa with flurry of new listings

By Luke Barras-hill |

Tito’s Handmade Vodka is building its presence in Africa.

Tito’s Handmade Vodka has secured a clutch of new listings, including at airports in Africa.

Speaking to TRBusiness during the TFWA World Exhibition & Conference in Cannes (2-6 October) this month, Managing Director International John McDonnell confirmed new business in Ethiopia, Kenya, Uganda, Congo and the Seychelles.

“The brand is rotating at these [Africa] airports; African consumers look to the [United] States for trends,” said McDonnell.

The company has also negotiated recent listings with Iraq Duty Free in Baghdad, and onboard Viking Line.

In data seen by this publication, Tito’s Vodka ranked 28th  in volume* terms in the list of the Top 50 spirits brands in global duty free in 2021, according to IWSR Drink Market Analysis.

That position is hot on the heels of Diageo’s Smirnoff (26th) and Brown-Forman’s Finlandia (24th).

Among other vodka brands in duty free, Tito’s placed eighth in 2021 – rising from 43rd in the six years leading up to last year.

It sits behind Smirnoff, Finlandia, Khlibnyi Dar, Nemiroff, Grey Goose, Russian Standard and Absolut.

Tito’s in a Can

This year, Tito’s launched ‘Tito’s in a Can’ in the US.

A novelty consisting of an empty can that is double insulated and refillable, it is angled towards the rapidly growing seltzer market.

Net proceeds from Tito’s in a Can are donated to non-profit organisations. An activity for the innovation resulted in 100,000 cans being sold in just two days at $20 per can, with proceeds contributed towards pet welfare causes.

*By ‘000s of nine-litre cases

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