Tito’s vodka makes debut in Africa

Tito’s Handmade Vodka has entered the African market for the first time after signing a distribution deal with Truman & Orange in South Africa.

Tito’s Handmade Vodka is now available in South Africa

The move means the vodka, distilled in Austin Texas, is now available on all six continents.

Distribution of Tito’s will be managed by Truman & Orange, a Cape Town-based premium spirits company.

Managing director of Tito’s International, John McDonnell, said: “Tito’s journey continues with South Africa. We are excited to reach this milestone and broaden our global footprint in a market that has demonstrated great growth potential for the vodka category and American craft brands.

Truman & Orange founding partner, Rowan Leibbrandt, added: “We are excited to introduce Tito’s Handmade Vodka to increasingly discerning South African drinkers and make it available to international visitors who will now be able to drink their favourite hand-crafted vodka in South Africa.“

He continued: “We expect Tito’s will be well received by our growing millennial population who are looking for premium, craft spirits brands and take a particular interest in American-made products.”

Initially, Tito’s will focus on premium accounts in the on- and off-trade, primarily in Johannesburg and Cape Town. While tourist destinations and duty free will also be key to establishing Tito’s in the country.

The expression is made using corn rather than wheat or potatoes which gives it a ‘unique, sweeter taste’ and means the spirit is naturally gluten free.

Tito’s Handmade Vodka entered its 100th market in January this year.