Tito’s Vodka Picks Joiner Rowland Serio

DALLAS Joiner Rowland Serio Advertising has been awarded the creative and media account of Fifth Generation, the maker of Tito’s Handmade Vodka, the agency said.

The Dallas shop acquired the business of the Austin, Texas-based distiller without a review, according to Carl Thompson, director of strategic planning and new business development at JRS. There was no incumbent.

“We have pretty much done everything in-house until now,” said Tito Beveridge, founder and creator of Tito’s Vodka. “We’ve done pretty well, but we need to get to the next level. JRS came in with some good ideas, so we felt comfortable going with them.”

Initial print work for the client broke today in The Wall Street Journal. The target audience is upscale, educated vodka drinkers that are similar to WSJ‘s reader profile, Thompson said. Other initiatives are in development and will break later in the year.

Fifth Generation, established in 1997, distributes Tito’s Handmade Vodka in 48 states. The brand recently won the double gold medal at the World Spirit Competition in San Francisco.

Billings are undisclosed.