How Tito’s Vodka has been turning spirits into “love and goodness” for more than two decades

From donating liquid to non-profit fundraisers to rescuing dogs wandering its distillery, giving back has been part of Tito’s Handmade Vodka’s mission since the beginning. According to Chief Joyologist Amy Lukken, the brand has been turning spirits into love and goodness for more than 25 years by supporting various charitable causes and initiatives. Over time, this generous nature evolved into the philanthropic platform Love, Tito’s, which focuses on giving back, with an emphasis on animal welfare, food security, veteran services, community rebuilding and supporting non-profit organizations that are meaningful to employees and fans alike.

According to the numbers, Tito’s Handmade Vodka has donated over US$150M in philanthropic support in the last five years; plus, the brand has backed 50K+ non-profit events and 20K+ non-profit organizations in the same time period. Described as “being at the heart of everything we do,” the company is just as committed to making the perfect drink as it is to making a positive impact on the world. Each year, it brings philanthropic elements to its festival activations and invites fans to join the brand in hands-on community work. All proceeds from its Love, Tito’s merch store (available online or at the brand’s Austin, Texas, location) are also donated to a non-profit of choice.

“Giving back has been woven into the fabric of our company,” says Lukken. “It shows up in how we support non-profit [organizations], how we empower our employees to help non-profits in their communities, and how we show up for our fans, our retailers, our distributors, and the causes that matter most to them.”

Leading the conversation

Tito’s Handmade Vodka relies on the use of Love, Tito’s in the duty free channel to strengthen its overall philanthropic efforts. The brand strategically leads conversations with its customers and travel retail operators to learn more about the causes close to their hearts and find ways to get involved. This includes sponsoring charity golf tournaments and fundraising galas, donating US$1 per bottle sold in-store or matching donations to help expand their reach.  

“It’s not just about the number of dollars donated or the number of organizations supported. What truly matters is the emotional connection we create, the happiness we help bring, and our ability to amplify the efforts of non-profits making a real difference,” shares Lukken. “Those are the metrics that guide us.”

Through the platform, Tito’s Handmade Vodka utilizes its tools and resources to help generate awareness of non-profits and the work they do, as well as the difference they make on both a local and national level. “While data matters, it’s the power of storytelling that truly resonates. Stories show us that anyone can spark change,” she continues. “We strive to inspire others to join alongside us, whether by volunteering, donating, or simply raising awareness for a cause they care about.”

The Tito’s team is dedicated to staying connected with non-profits to understand their evolving needs and the needs of their communities. “We’re always exploring how to best support those needs and adapt our efforts over time, while staying true to our roots of turning spirits into love and goodness,” says Lukken.

Looking ahead, the brand plans to keep building on what is working while staying flexible and responsive to needs. Whether it is responding to natural disasters or remodeling an animal rescue, Lukken ensures Tito’s Handmade Vodka will continue to show up where it counts.