Texas-based Tito’s Handmade has emerged as America’s best-selling vodka brand. Now, faced with a growing movement towards vodka-based canned cocktails and hard seltzers, Tito’s is hoping to break the rules again by not only saying “no thanks,” but actively mocking the trend by announcing the release of “Tito’s in a Can” — a fillable empty can with a removable lid.

Sarcastically billed as a “ground-breaking innovation,” the limited-edition Tito’s in a Can is built for reusability, opting for insulated steel over a single-use can’s aluminum. And though Tito’s in a Can features the look of a standard pop-top, the entire lid can be pulled off and placed back on so the can can be refilled and reused over and over again. The moral: This 16-ounce, insulated, double-walled can — which can be used the same as a metal cup or a bottle — is perfect for filling with your own Tito’s mixed drink. The brand even boasts “ingredients not included.”

Tito’s points out that though purposefully avoiding ready-to-drink cocktails may seem out of place for other vodka brands, it fits with Tito’s existing ethos which has also seen the brand avoiding other trends like flavored vodkas.

“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,” Taylor Berry, the company’s vice president of brand marketing, stated. “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. Because we don’t make seltzers, you do.”

Tito’s launches empty refillable can – The Spirits Business https://t.co/digSsqSpFh

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