What’s the breakout brand of the century?

Like, which one is the most unlikely brand in one of the most challenging categories?

I say Tito’s vodka.

I mean, think about it:

• It was only founded in 1997. Smirnoff was founded in, uh, 1864. 

• It’s from Austin — not a place known for its distilling prowess.

• It’s a mature category. I mean, where is there really room to grow in plain vodka?

• The packaging is super-basic, and the logo looks like it was made on an Apple Lisa.

• The product is, by definition, a tasteless, odorless and colorless liquid. Virtually a commodity.

• And yet! And yet! In 2019, it became the #1-selling vodka in the USA.

HOW?

Well, they didn’t do one thing right; they did a LOT of things right. It’s a killer story of the Four P’s: product, price, place, and promotion. (A story for another time….)

(And, imo, they got lucky too. Which, tbh, is the secret ingredient to many a success story.)

See, most mature categories are quite static. There’s very little change in market share month to month, and even year to year. So it’s quite an accomplishment to bust through the leaderboard of a big, established category. 

Especially one that nearly precludes innovation because — again — vodka is by definition tasteless, odorless, and colorless.