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Tito’s launches empty refillable can

American vodka brand Tito’s has created a limited edition empty refillable can to give consumers the opportunity to make their own hard seltzers.

Ingredients not included: Tito’s in a Can allows consumers to make their own canned cocktails

The 473ml, double-steel-walled, insulated, refillable can is said to be the brand’s ‘innovative answer’ to the ‘never-ending flood of seltzers and canned cocktails’ being introduced to the market.

The empty can has been positioned as an ‘opportunity’ for consumers to make canned cocktails the way they like them.

“At Tito’s, we put our energy into doing one thing, and doing it really well: making a high-quality and smooth vodka at a reasonable price,” said Taylor Berry, vice-president of brand marketing at Tito’s Handmade Vodka. “We developed Tito’s in a Can so Tito’s drinkers can make their own, better-quality seltzers, ones that are fresh, and are as strong or carbonated or citrusy as they want.”

A 30-second campaign video has been released to accompany the launch.

The video begins with a voiceover that states: “There comes a time when every alcohol brand must ask, ‘should we make a seltzer?’ And our answer is… no. Introducing: Tito’s in a Can.”

The video then displays a close up of the empty vessel. “It’s literally an empty can that we’re selling,” the voiceover continues. “That’s right. You add the Tito’s and the soda and the lime, and whatever.”

The ad ends with the statement displayed on screen: “We don’t make seltzers – you do.”

Tito’s in a Can can be purchased online at or at the Love, Tito’s retail store in Austin, Texas.

Each can retails for US$20 with all net proceeds going to the customer’s choice of non-profit that the brand has teamed up with.

Tito’s is the official sponsor of The Spirits Business’ annual Travel Retail Masters Beach Party during the TFWA World Exhibition & Conference in Cannes, France.

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