Photo: Getty Images
It seems like every brand is creating their own version of the ever-popular hard seltzer these days. Well, everyone except Texas-based vodka company, Tito's.
WFAA reported that Tito's is taking a different approach to the trend.
In a new video from the company, the announcer can be heard saying, "Finally, Tito's in a Can. There comes a time when every alcohol brand must ask, 'Should we make a seltzer?' and our answer is...no."
The company is promoting an empty can in the video... yes, you read that correctly. The empty, 16-ounce can is reusable and insulated.
The brand wrote on Twitter:
"Introducing Tito's in a Can*!
We don’t make seltzers, but we did make this reusable empty can…so you can make them however you want. In this can. Get your really nice, really empty Tito’s in a Can* at https://titosinacan.com."
Check out the brand's video below:
Vice President of Brand Marketing for Tito's, Taylor Berry, told CNN, "Ultimately, from a brand standpoint, [we're] holding true to what we know and the strategy we've had from the beginning — making vodka. There's an element of this brand not being sellouts."
The empty Tito's can is selling for $20 on the company's website. Net proceeds for the sales will go to nonprofits such as Emancipet, Accion Opportunity Fund, American Farmland Trust, Hire Heroes USA, and Meals on Wheels America.