Although the $1.2 billion super-premium vodka market in the U.S. keeps on growing every day, the stiff competition for vodka-drinkers’ dollars leaves many emerging producers badly in need of a drink. That’s why the Aristocrat Group Corp.’s brand management division, Luxuria Brands, is pouring time and effort into replicating an all-American, brand-building success story with its new vodka line.
In a market largely dominated by imports—Holland’s Ketel One, France’s Grey Goose, Sweden’s Absolut and more—Tito’s Handmade Vodka has blazed a path to success without a pretty name, fancy bottle or million-dollar ad budget. Founded back in 1997 by entrepreneur Bert “Tito” Beveridge in Austin, Texas, Tito’s has risen from a one-man operation to a business that sells more than half a million cases a year.
It’s a success story that ASCC is studying closely.
“At the heart of Tito’s success is the quality of the product,” says ASCC CEO Robert Federowicz. “This is a vodka that won the double gold medal at the world spirits competition in 2001, where 28 judges said it was the best of 72 vodkas.
“But the brand was also built with a lot of beating the pavement, telling his stories, and giving away samples at big events like Austin City Limits, SXSW and Jazz Fest,” Federowicz continued. “So, music has played a key role in bringing people together around this product. That’s a lesson we’re taking to heart.”
Along with spreading the word at established events like SXSW, however, ASCC is creating its own. Recently, the company announced that Luxuria Brands will host a series of professional talent searches across the U.S. in order to find the perfect rising star around whom to build a glamorous, celebrity lifestyle brand.
“Celebrity branding power is enormous, and many fruitful partnerships in the vodka industry have proven,” Federowicz said. “We’re looking for the right performer to grow alongside our brand.”
ASCC sees vodka, America’s best-selling spirit, as the key element to growing its brand management division, Luxuria Brands. The success of the endeavor will allow the company to compete in a highly profitable sector alongside Limited Brands, Inc. (NYSE: LTD), Proctor & Gamble (NYSE: PG), New York & Company, Inc. (NYSE: NWY) and Chico’s FAS, Inc. (NYSE: CHS).
For more information on this initiative, please visit www.aristocratgroupcorp.com/investors.html
Let us hear your thoughts below: