Vodka for Dog Lovers

Do you like vodka? Are you a dog owner or at least a dog lover? If so Tito's Handmade Vodka has the product for you!

Tito's Handmade Vodka has recently launched a program named Vodka for Dog People. This philanthropic endeavor cleverly uses man's (and woman's) best friend to boost sales and build brand awareness by rescuing dogs, re-homing them and sponsoring dog-based events such as Yappy Hours and Puppy Pawties, with all proceeds going to animal welfare groups and no-kill shelters.  

We originally learned of this campaign while browsing the aisles in a New Hampshire liquor store (tax free!!). Upon reaching the vodka aisle, we came across a bottle of Tito's vodka with a label that read Tito's- A Vodka for Dog People. At first we were a bit confused (since dogs can't drink vodka) so we did some investigating by going on to the main website and following a link to this adorable video. 

The story, as told by founder, namesake, and CEO  Bert "Tito" Beveridge (yes that is really his name!), is that dogs have always been a huge part of the Tito's Vodka brand, especially his first dog Dogjo who helped him through the grueling process of creating and establishing the first vodka distillery in Austin, TX. With the love from his four legged friend and his talent, Tito was able to build his brand and become one of the most popular vodkas in the United States.

From allowing employees to bring their dogs to works to feeding and rehabilitating stray dogs that have made their way to the distillery doors, dogs are essentially to the Tito's vodka operation. By leveraging this campaign, Tito’s was able to capture a huge demographic while using an emotional trigger—humans love for dogs. According to Business Wire, at least 37% of American households (46 million) have a dog and 81% of those houseldholds viewed their four legged friends as equal to a human family member. 

Just look at this sweet pup-you can tell he
approves from the smile on his face.

By making pets part of their core mission they were able to appeal to a vast population while also humanizing their company.  Through this anthropomorphization, Tito’s Vodka allowed their customers to better relate to the company’s mission and feel more connected to the brand--building trust. This is important because it is estimated that over 42 million people (13% of the population) in the US consume vodka regularly. As quoted in Statista 2018, it is a sure bet that more people "care about their dog than are passionate about their brand of vodka." 

Not only are they using this campaign to boost the sales of their product, but they are also selling additional merchandise for your dog to have their own Tito's-inspired gear. With leashes, bandanas, balls, squeaky toys and dog bowls, Tito's is able to make additional sales so that fans can outfit their dogs as well as themselves. 

In a 2017 report, Ad Age named Tito's Vodka the 2017 Marketer of the Year. They define the eligibility criteria as being a company that has used "insightful and inventive strategies...[to] forge fresh paths and resonate with consumers regardless of budget." According to Ad Age, while other companies market their brand by using expensive ads, Tito's, who has never run a TV ad, but has "relied heavily on word-of-mouth and scrappy marketing like its Vodka for Dog People" [campaign].

This campaign not only tugs at the heart strings but it also supplies a delicious product. By choosing two things people love, dogs and alcohol, they are able to distinguish themselves from other brands and stand by a worthy cause.  

Does this campaign make you think differently about Tito's vodka? Does it make you want to use Tito's as your new brand of vodka? Check out the Vodka for Dog People website and tell us what you think!