How woke is Tito’s Handmade Vodka?

Introduction

Tito’s Handmade Vodka, founded by Tito Beveridge in 1997, has become a favorite among vodka lovers. Beyond its smooth taste and iconic handmade label, Tito’s has made a name for itself by aligning itself with social issues. Let’s explore how Tito’s supports progressive causes, prioritizes DEI policies, handles training sessions, and more.

Financial Contributions to Progressive Causes

Tito’s Handmade Vodka shows a strong commitment to progressive causes through substantial financial contributions and active involvement in philanthropic initiatives. Tito’s has supported organizations like Goodie Nation, NBAF, and Feed the Soul Foundation, each receiving $50,000. These donations help communities of color in areas like entrepreneurship, arts, and the food and beverage industry.

“It’s a beautiful example of how companies can leverage their success to foster positive change and support the development of future leaders and innovators,” Goodie Nation states.

Additionally, Tito’s has funded significant environmental projects. They invested nearly $900,000 in UC Berkeley’s carbon capture and water harvesting projects and over $1.4 million in The Ocean Cleanup to reduce plastic pollution.

In healthcare, Tito’s partnered with One Good Turn to provide essential healthcare and education in underserved communities globally.

Furthermore, Tito’s encourages its employees to support local nonprofits through a “joy budget” and donates a significant portion of its revenue to various charitable causes.

The company also launched the Empowering Black Futures Initiative, donating $50,000 each to three nonprofits focusing on entrepreneurship, the food and beverage industry, and music. 

During Black History Month, Tito’s supported ElevateMeD, an organization increasing diversity in medicine.

Prioritization of DEI Policies

Tito’s commitment to diversity and inclusion is clear. The vodka company partnered with Equal Measures, donating money to support equity, diversity, and inclusion in the drinks and hospitality industries.

“The intersectional initiative enriches possibilities for those from Black, Asian, and other minority ethnicities, or who have faced systemic barriers to their career progression for other reasons such as gender nonconformity, sexuality, or neuro divergence,” The Spirits Business notes.

Mandatory Training Sessions

It’s unclear if Tito’s has mandatory training sessions because there isn’t information available on the subject. One of their main goals is to encourage employees to support causes they care about in their local communities, including social activism. However, this support seems to be voluntary, not mandatory.

Free Speech Policies

There is no evidence that Tito’s Handmade Vodka either supports or suppresses free speech. The company’s actions and statements don’t give clear information about their stance on free speech policies.

Support for LGBTQ+ Initiatives

Tito’s Handmade Vodka has shown consistent support for the LGBTQ+ community through various initiatives and partnerships, reflecting a commitment to social activism and inclusivity. They sponsored LGBTQ+ History Month, showing their support for recognizing and celebrating LGBTQ+ history and contributions.

Tito’s has also been active in Pride events across the United States. For example, they created a traveling float program to share their message “Love is Love” at LGBTQ+ Pride events in cities like Hartford, Asbury Park, Boston, DC, Providence, NYC, Provincetown, Charlotte, and Orlando.

During National Pride Month, Tito’s partnered with The Elizabeth Taylor AIDS Foundation, donating $5 for every bottle sold on the alcohol-delivery app Saucey to support people affected by HIV/AIDS. They also supported the LGBT Center of Raleigh through their “Pedal for a Purpose” initiative, providing rides and raising awareness for local nonprofits.

Tito’s commitment to LGBTQ+ rights extends beyond Pride Month, as they continuously work with local organizations to champion tolerance and acceptance. Their online store supports nonprofits, with Equality Federation as a beneficiary of net proceeds from sales.In 2024, Tito’s presented the Guilford Green Foundation & LGBTQ Center’s annual GAYla weekend.

This event invited LGBTQ community members and allies to enjoy music, performances, and social activities. Yes Weekly reported: “The Green Party holds special significance as it traces its roots back to 1996 when a group of friends organized a fundraiser in support of the Triad Health Project, raising $10,000 to aid individuals living with HIV and AIDS. This grassroots initiative laid the groundwork for the founding of Guilford Green Foundation in 1998, the first LGBTQ foundation in the Southeast.”

Marketing and Branding

Tito’s Handmade Vodka has made social activism and philanthropy a big part of its marketing and branding strategy. This approach connects the brand’s identity to its commitment to social causes.

For example, Tito’s has campaigns to address social issues, like their initiative to empower Black futures. They support nonprofits focused on entrepreneurship, the food and beverage industry, and music. These efforts let Tito’s highlight their commitment to specific causes.

In their web store, Tito’s allows customers to choose which nonprofit their purchase will support, with 100% of net proceeds going to these organizations. This direct link between product sales and charitable giving creates a compelling story for marketing and encourages customers to get involved in the brand’s philanthropic efforts. However, some conservatives might see this as pushing a social agenda onto customers.

Stances on Traditional Family Structures

Tito’s Handmade Vodka calls its employees, partners, and supporters the “Tito’s family.” By supporting LGBTQ+ rights and promoting inclusion, Tito’s embraces both traditional and nontraditional family units. However, this approach might leave out people who value traditional family structures.

Criticism of Conservative Values

Tito’s extensive support for progressive causes and social justice initiatives indicates a potential criticism of conservative values. The brand’s focus on diversity, equity, inclusion, and environmental sustainability may not resonate with more conservative perspectives.

Conclusion

Tito’s Handmade Vodka has gone beyond just making vodka. It exemplifies a woke brand through its significant contributions to progressive causes, commitment to DEI policies, and integration of social activism into its marketing and branding. This approach could turn away customers who just want good vodka without all the politics.