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Tito’s plans ‘aggressive’ growth in Mexico

Texas-based Tito’s Handmade Vodka has agreed a distribution deal with BLN in Mexico, as it works to “aggressively grow” its presence in the on- and off-trade.

TIto's Vodka
Tito’s plans growth in Mexican on- and off-trade

Wine and spirits distributor BLN will be tasked with expanding Tito’s availability throughout the region through high-level promotions in retailers, club stores and specialist spirits outlets.

Jaime Costa, chief executive officer of BLN, said: “Mexico is a hugely popular holiday destination for Americans so we will be building the brand’s presence in these areas as well as increasing availability more widely and bringing the brand to life for the Mexican urban population.”

Tito’s said the Mexican tourist trail is “key” to the brand’s growth plans, as the majority of the 35 million tourists who visit Mexico each year hail from the US and Canada.

BLN will focus on key metropolitan areas in Mexico, targeting the visiting US business community, as well as Mexicans who are already aware of the brand.

John McDonnell, international managing director of Tito’s, said: “Demand for premium, craft vodka is in consistent growth in Mexico and this first-class partnership will ensure we achieve our bold ambitions.”

Last month, Tito’s said it intends to grow its availability across travel retail in American airports and cruise lines throughout 2018.

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