Tito's Handmade Vodka gets the green light to expand in South America
After years of sustained economic growth and rapid development, Tito’s Handmade Vodka, is set to expand across both domestic and travel retail markets in South America in 2018.
In partnership with their regional distribution partner, Webb Banks, Tito’s will be launched in Chile and Peru, collaborating with local distributer, Viňa Santa Rita and Perufarma. The initial launches will be followed by other markets as the year progresses.
In collaboration with regional duty free distributor Edrington Travel Retail Americas, Tito’s has agreed to a new partnership with Dufry and is set to launch in Brazil, rolling out later into Argentina, Chile, Peru and Uruguay. This collaboration builds on existing retail partners, including UETA, DFASS, Bernabel, London Supply and Motta, already operating in seven Latin American markets.
In the Chilean domestic market, Tito’s will be introduced in both the on- and off-trade. The premium and luxury spirits sectors are growing and the discovery of craft spirits is in its infancy, presenting an opportunity for Tito’s to establish itself as a leader in this segment.
Viña Santa Rita Marketing Director, Eulogio Guzman Urzúa comments: “We are glad to announce our alliance with Tito’s Handmade Vodka, a pioneer in the US craft spirits movement. As the #1 premium vodka in the United States, its addition makes our portfolio one of the most powerful in the market. Chile is heavily influenced by US culture; we therefore hope to replicate that success here.”
Peru, which has a millennial population of 11m, is recognized globally for its food and gastronomy. From this heritage, the nation is building its reputation on the global cocktail scene.
Perufarma Director Of Marketing, Lourdes Gonzales says: “From Peru’s status on the world culinary stage, craft spirits are emerging, in particular in Lima itself where the movement has the perfect opportunity to advance. We are therefore delighted to introduce Tito’s, the embodiment of craft, and look forward to it playing an active role in developing the movement.”
Managing Director of Tito’s International, John McDonnell, explains: “South America represents a big opportunity for Tito’s. The region’s economies are in good health and although craft is not as developed in South America as North America, word is spreading fast.
“We are excited to launch in Chile and Peru, an ideal next step for expansion in South America. They are two of the fastest growing economies and given the quality of the product and the American entrepreneur story, we see great potential for Tito’s. This is an exciting time as Tito’s continues to catch on around the world.”
WEBB Banks is in negotiation with other distributors in the region and further alliances will be announced shortly.