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Fifth Generation has ramped up the international footprint of Tito's in the past few years |
The owner of Tito's Handmade Vodka, Fifth Generation, is to launch the brand in Africa as the company continues to up its international footprint.
Fifth Generation said today that Tito's will roll out in South Africa through distributor Truman & Orange. The company said South Africa is the "gateway" to the rest of the continent and has a burgeoning Millennial market keen to discover new spirits brands.
A spokesperson for Tito's confirmed to just-drinks that South Africa is the brand's first African market.
Truman & Orange founder Rowan Leibbrandt said: "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. 'From the USA' is a strong provenance in South Africa and tends to stand for high quality."
Tito's initial focus in South Africa will be premium accounts in the on- and off-premise, with a focus on Johannesburg and Cape Town. Tourist destinations and Travel Retail will also be a priority, Fifth Generation said.
Tito's, which is produced in Austin, Texas, has launched in a number of new countries in the past three years. With the South Africa distribution deal, it is now available on six continents.
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