Tito's heads into downtown Austin retail (without the booze)

Tito’s is an enviable brand for many reasons. Front-end of the micro-distillery trend. Independently owned and founder-led. Austin roots, still made in Austin. Clear focus, feel and image. Authentic and approachable. I’ve always been a fan, even if vodka is not my go-to spirit. So, it’s no surprise I’m into their latest effort: a brick-and-mortar retail store in downtown Austin.

Love, Tito’s, named after the spirit’s namesake program, is set to open this Saturday. From all accounts, and a few select visuals, the store is an embodiment of the brand, which has become such a fixture and part of the Austin cultural fabric. The shop will feature a lounge area, a Vodka for Dog People section, vintage Austin-inspired furniture and memorabilia, Tito's merchandise and more. From the early looks of it, I’m feeling it.

It’s not a new formula, but it just feels very right. Nike might call it an “energy space.” Others might call it a pop-up. Or even a “community space.” To me, it’s reminiscent of Southwest Airline’s Porch in NYC’s Bryant Part. A multi-purpose space created to elevate brand awareness and deliver a consumer experience, even if not directly tied to the business. In the case of The Porch, it was an airline creating a bar in a high-traffic NYC park. Here, it’s a booze brand opening a store with no booze.

Love, Tito’s combines all these elements. Indications from their press release is that the space will also be used for live performances and celebrations of fans, Austin culture and causes that mean something to the brand. Smart. To top it off, “net proceeds of all purchases at the shop, from barware to bachelorette attire,” will benefit nonprofits that Tito's supports. Customers will have a say in choosing the benefactors of their purchases including including Emancipet, James Beard Foundation, Team Rubicon and the Ocean Conservancy.

I’m sending love Tito’s way and hope to make a stop on my next Austin swing.