Fifth Generation Inc, the maker of Tito’s Handmade Vodka, has announced that WEBB Banks will distribute the brand in global travel retail, effective 1 October 2019. Tito’s was previously handled in the channel by Edrington Americas Travel Retail and Duty Free Global.
Commenting on the new agreement, Tito’s International Managing Director John McDonnell said: “We have tremendous trust in WEBB Banks and we’re looking forward to working with their travel retail team to help build Tito’s Handmade Vodka in this critically important channel. This consolidation of our partnership with WEBB Banks will amalgamate our distribution and provide a more cohesive approach, maximizing opportunities to drive Tito’s rapid global expansion.”
WEBB Banks also represents Tito’s in the Latin America and Caribbean domestic markets and the distributor said there would be scope to synergise the offer in these markets.
WEBB Banks CEO Andy Consuegra said: “By distributing Tito’s in both the duty free channel in the Americas and the domestic markets in the Caribbean and South America, we’re able to target consumers on what we call the ‘travel trail’. This means we can provide a consistent brand message and price while people are away on vacation or business, as they travel through airports, cruise on ships, and visit restaurants, resorts and bars while in the region
“This approach enables us to further build brand equity and drive growth for Tito’s, and it’s a tremendous honour to represent this great brand in the region and channels where we operate.”
The distributor has also announced a number of personnel changes. Phillip Jarrell will move from Vice President Caribbean to Vice President Cruise Lines & Regional Accounts, Juan Carlos Rodriguez has joined as Commercial Director from Edrington Americas and Joe Arellano has joined as Senior Key Account Director based in New York.
The Moodie Davitt Report recently spoke to Tito’s in a piece analysing the evolving craft liquor sector. Click below to read the full feature.
