Spotlight on Tito’s Vodka

Like many people coming up short on hand sanitizer and searching for options on the internet, you may have stumbled upon an anecdote about mixing a little vodka with hand lotion—claiming to be “practically the same thing.”  Turns out, it is not, and it got back to Tito’s Vodka.

In a swift effort to dispel the rumor, Tito’s posted that their vodka was unsafe for sanitization purposes. Next, they announced an initial plan to produce and donate 24 tons of hand sanitizer to first responders, hospitals and health care workers in Texas, also pledging $2 million to organizations supporting coronavirus relief efforts. Taking something a step further is common at Tito’s Vodka and the spirit of giving back is central to their business model.

Headquartered in Austin, Texas, Tito’s began as a company manufacturing an artisanal, handmade vodka, but their evolution has made selling vodka ancillary to their charitable mission. “Now we are a philanthropic company that does events and just sells vodka on the side,” says founder, Bert “Tito” Beveridge. This year alone, Tito’s has dedicated resources to areas impacted by natural disasters: the earthquakes in Puerto Rico that have displaced thousands, the fires across Australia that devastated communities, wildlife and natural habitats, and the tornados that ripped through Tennessee.

The mission at Tito’s is simple: Spread love and goodness. In fact, every new employee spends their first two weeks volunteering with a local organization. Tito’s even designated an officer to carry out that mission. The Chief Joyologist and the “Love, Tito’s” team—really a department of individuals committed to  giving back—are responsible for charitable events, volunteer projects and ultimately, cultivating happiness.

The world could use a little more love and goodness and as we continue to see the generous ways Tito’s Vodka and other companies are providing relief during this difficult time, perhaps we can look forward to more companies adopting a “Chief Joyologist” role in the future.

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About Brand Acts of Kindness® 

Brand Acts of Kindness® is a series from Carpenter Group that spotlights companies across industries that are living their brand values in addressing the unprecedented challenges facing the world today.The series initially headlined companies assisting healthcare workers and first responders, as well as communities, businesses and families impacted by the COVID-19 pandemic. We also highlight brands taking the lead in supporting social and racial justice, LGBTQ rights, sustainability and the environment. Their stories show how innovation, resolve and action, built on a solid value proposition, can both strengthen a brand and help create a better world.

About Carpenter Group

Carpenter Group is an independent, woman-owned strategic branding, messaging and marketing communications firm that has delivered results-driven solutions to financial, professional services and technology firms for 30+ years.Our broad cross-discipline experience enables us to craft brand messaging and carry it through to the channels that most effectively connect with our clients’ target audience, from editorial content to advertising to event marketing and more.