Bert Beveridge is the founder of Tito's Handmade Vodka, one of America's most successful craft spirits brands. His journey blends entrepreneurship with a pioneering spirit.
Who is Bert Beveridge?
Before vodka, Beveridge held diverse jobs including geophysicist, mortgage broker, and even a stint as a "rodeo clown" (safety protection). His pivotal shift came while working as a private pilot for spirits distributors and investors, where he observed the industry firsthand. Inspired by family moonshine recipes and noticing the nascent craft distilling movement in the mid-1990s, Beveridge decided to create a premium, American-made vodka using traditional pot still methods, challenging the dominance of imported brands.
The Birth and Rise of Tito's Handmade Vodka
Beveridge founded the company in 1997 in Austin, Texas:
- The First Legal Distillery in Texas: He secured one of the first permits for a legal distillery in the state post-Prohibition.
- True "Handmade" Ethos: Initially produced in small-batch copper pot stills (unlike large industrial column stills common for vodka), emphasizing craft quality and flavor. While production scaled massively, the meticulous process and quality control remain central.
- The Name "Tito": A childhood nickname derived from Bert's given name, Roberto, adding a personal touch.
- Bootstrapping & Persistence: Beveridge faced significant hurdles: maxing out 19 credit cards, operating from a shack prone to fires, and initially bartering vodka for supplies. Persistence and grassroots marketing, particularly early adoption of festival sampling, were key.
Key Factors in Tito's Success
- Quality & Smoothness: The pot distillation process (and filtration) resulted in a notably smooth, clean vodka at an affordable price point.
- Authentic Story: Beveridge's genuine background and underdog narrative resonated powerfully with consumers.
- Gluten-Free Pioneer: Being made from 100% corn (not wheat or potatoes), Tito's naturally became a popular choice for gluten-sensitive consumers, capitalizing on this trend early.
- Strategic Marketing: Early investment in distinctive, recognizable 750ml packaging and word-of-mouth fueled growth, which exploded as distribution expanded nationally and internationally.
- Values-Driven: The company actively promotes responsible drinking and philanthropy (like supporting service animal causes), enhancing its reputation.
Tito's Handmade Vodka Today
From humble Austin beginnings, Tito's Handmade Vodka has achieved phenomenal scale:
- Market Leader: It is the top-selling distilled spirit brand in the United States by volume.
- Global Reach: Distributed internationally across numerous markets.
- Scale & Craft: While production volumes are now massive, utilizing many pot stills, Beveridge and the company maintain the brand's commitment to the quality standards and processes established during its "handmade" origins.
- Certified B Corporation: Demonstrates commitment to social and environmental responsibility.
Bert Beveridge's vision and determination transformed a small-batch Austin vodka into an industry titan, forever changing the landscape of American spirits.
