Tito’s Handmade Vodka, a market-leading vodka brand, is making a significant move in its largest market by partnering with Reyes Beverage Group in California starting April 1. This change marks a shift from its previous distributor, RNDC, in the California market.

The announcement of this partnership was met with enthusiasm from Reyes Beverage Group CEO Tom Day, who expressed his admiration for the Tito’s brand and its founder, Bert ‘Tito’ Beveridge. Day highlighted the special story behind Tito’s Handmade Vodka and expressed the company’s excitement to work with a legend in the industry.

In a statement, Tito’s explained that after conducting a thorough review of its route to market, the company identified California as a market with significant growth potential. As a result, Tito’s made the strategic decision to transition its distribution responsibilities in California to the Reyes Beverage Group. The company expressed gratitude to RNDC and former Young’s Market teams for their hard work and dedication in building the Tito’s Handmade Vodka brand in California, while reaffirming its strong relationship with RNDC in other markets.

Despite a slight decline in volume in 2024, Tito’s Handmade Vodka remains a dominant player in the spirits industry, with an estimated 12 million cases sold and over $2.5 billion in retail sales. The company’s value still surpasses other popular brands like Crown Royal.

Looking ahead to 2025, Tito’s faces challenges from the growing ready-to-drink (RTD) segment but has responded with innovative marketing strategies. The company has increased its above-the-line marketing efforts and introduced new packaging options, such as a four-pack of 50-ml. bottles, to maintain its market share.

Reyes Beverage Group, known as the largest beer distributor in the country, has been expanding its presence in the spirits category. In addition to Tito’s, Reyes represents brands from Sazerac, Brown-Forman, Gallo, Molson Coors, Constellation, Diageo, Mark Anthony, and Boston Beer in various states. Recent additions to Reyes’ portfolio include Atomic Brands, Buzzballz, and Monaco, further solidifying its position in the spirits market.

Overall, the partnership between Tito’s Handmade Vodka and Reyes Beverage Group signifies a new chapter for the iconic vodka brand in California. With a focus on growth and innovation, both companies are poised to make a significant impact in the competitive spirits industry.

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