Tito's bucks seltzer trend with new empty can - Axios AustinLog InLog InAxios Austin is an Axios company.

Austin-based Tito' s bucks seltzer trend with an empty can

Tito's limited-edition "Tito's in a Can." Photo courtesy of Tito's We're living in a seltzer world, but Austin-based Tito's Handmade Vodka has no plans to jump on the trend. Driving the news: Tito's launched a new marketing campaign Tuesday for "Tito's in a Can*," a limited edition, 16-ounce, insulated can.Yes, there's an asterisk because the cans are empty. You'll have to fill it with a DIY seltzer. Why it matters: Many brands have in starting as a seltzer or expanding into the fizzy stuff. There's White Claw, Truly, Topo Chico, High Noon, Ranch Rider, Ranch Water, Corona and Bud Light, to name a few. Yes, but: Tito's says they're sticking to plain ol' vodka, and the cans are inspired by the never-ending flood of seltzers and canned cocktails being introduced to the market. What they're saying: "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. "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 you want." The bottom line: You can buy the or at for $20. Get more local stories in your inbox with .Subscribe Support local journalism by becoming a member.

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