How Tito’s Vodka Poured On the Charm and Grew Bigger Than Texas

'Handmade' hooch now sells 3 million cases a year

Bertito Beveridge—"Tito" to everyone—likes to tell the story of how he first tried to get into the liquor business in 1993. The Texas-born geophysicist-turned-mortgage broker, who'd begun adding flavors to store-bought vodka as a hobby, tried to sell some of his concoctions at a local liquor store. The owner kicked him out. When Beveridge asked how he was supposed to distribute his flavored vodkas, the shopkeeper told him there was no future in that stuff.