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Multicultural & Partnership Strategies

Black background with the white text: Tito's Handmade Vodka and a small decorative circle between the words "Handmade" and "Vodka".

Overview

❋ The Challenge

In a category crowded with "luxury" spirits pushing status cues, cultural trendsetters in the Black and Hispanic communities don’t see vodka as a spirit that reflects their taste or fits into their lifestyle. This results in a weak connection to Tito’s and the attitude that it’s not a spirit for them.

❋ The Relevance Unlock

Hand the audience a glass and let them make a Tito’s drink their way. For the Black audience, we leaned into confidence and authenticity with the strategy “Trust Your Taste.” And for the diverse Hispanic consumer, we tapped into life balance, community and simplicity with the platform “Your Neighborhood Vodka.” 

❋ The Outcome

Since beginning our work together in 2025, Tito's remains the top-selling spirit brand by both dollar sales and volume in key US markets. It’s continually adding relevant cultural partnerships like the Dodgers, the Cowboys and local music curators to the roster, aimed at deepening its connection to these communities.

What We Deliver

Custom Research

Cultural + Audience Intelligence

Evergreen Strategic Platforms

Localization Strategies

Creative Integration

Adaptations for Key Partners

Average Project Duration: 2 weeks

Infographic showing high expectations of Black and Hispanic Trendsetters for brand representation. The top row indicates that 82% of Black and 77% of Hispanic Trendsetters expect brands to show up for them. The bottom row shows 35% of both groups prefer ads reflecting their culture. On the right, visual icons depict that 15% of Black and 16.2% of Hispanic Trendsetters feel represented in advertising.

Translating Tito’s general market platform into a more nuanced multi-cultural strategy centered on community “tastemakers” required a holistic look at how these groups felt seen or unseen, what they valued, and how those attitudes influenced perception and trial — of Tito’s and vodka category in general.

A promotional graphic featuring a quote: 'When good taste speaks, the rest listen.' An image of a glass of water with a lemon slice on a table, alongside a record player and a magazine or album cover. The branding includes Tito's Handmade Vodka logo.

A resonant truth for the Black audience emerged around taste recognizing taste.

Back of a person wearing a Tito's Handmade Vodka T-shirt with illustrations of vodka bottles, a fruit bowl labeled 'Handmade Vodka,' and the text 'Since 1997 FINE Quality.' They are sitting at a bar with another person in a gray Tito's shirt and Tito's merchandise in the background.

A key city activation model required deeply relevant and authentic localization strategies — so when Tito’s shows up on a Bronx billboard, it feels like it’s one of us.

“Quick Study provided a brand relevance foundation that was grounded in our institution's core identity, but in a way that was much more relevant for our core demographic of young adults, whose preferences and attitudes are changing at a faster and faster pace. This helped us increase trust in our brand with our audiences, AND in our marketing with an internal audience, allowing our team to push boundaries in ways we haven't been able to do before.”

Quick Study Client, Anonymous Feedback Survey 2026

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