Tito’s Handmade Vodka has entered the African market for the first time after signing a distribution deal with Truman & Orange in South Africa.

The move means the vodka, distilled in Austin Texas, is now available on all six continents.

Distribution of Tito’s will be managed by Truman & Orange, a Cape Town-based premium spirits company.

Managing director of Tito’s International, John McDonnell, said: “Tito’s journey continues with South Africa. We are excited to reach this milestone and broaden our global footprint in a market that has demonstrated great growth potential for the vodka category and American craft brands.

Truman & Orange founding partner, Rowan Leibbrandt, added: “We are excited to introduce Tito’s Handmade Vodka to increasingly discerning South African drinkers and make it available to international visitors who will now be able to drink their favourite hand-crafted vodka in South Africa.“

He continued: “We expect Tito’s will be well received by our growing millennial population who are looking for premium, craft spirits brands and take a particular interest in American-made products.”

Initially, Tito’s will focus on premium accounts in the on- and off-trade, primarily in Johannesburg and Cape Town. While tourist destinations and duty free will also be key to establishing Tito’s in the country.

Read more at source The Spirits Business