Tito’s Vodka Digital Concert Series Will Benefit Restaurants and Healthcare Workers

Made to Order will raise funds for World Central Kitchen to support Black-owned restaurants

two posters for a concert
Tito's Made to Order festival will highlight artists from different regions of the U.S. Tito's Handmade Vodka
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Tito’s Handmade Vodka is normally a mainstay activation presence at U.S. music festivals, but with the Covid-19 pandemic canceling live music events this summer, the brand is filling the void with its own virtual concert series.

The Fifth Generation owned brand will hold its first Tito’s Made to Order Music Festival, a four-part livestreamed event kicking off this week through October, spotlighting musicians from the all over the country. The event will raise money for World Central Kitchen (WCK), chef José Andrés’ nonprofit that provides meals for communities impacted by crises and natural disasters.

Specifically, Tito’s will donate $100,000 to WCK’s Restaurants for the People program, which will support Black-owned restaurants to provide fresh meals to at-risk communities and healthcare workers fighting Covid-19.

“Music and festivals are a big part of our culture at Tito’s,” said Taylor Berry, vp of marketing at Tito’s Handmade Vodka, in a statement. “So in their absence this year, we developed Tito’s Made to Order to celebrate the many cultures that make up the music and culinary scenes in America and their ability to connect, empower and unite communities across the country.”

Designated by region, the program will occur every two weeks at 8 p.m. ET:

  • The Aug. 27 kickoff will highlight the West with performances by Channel Tres, Kali Uchis and Portugal the Man.
  • Sept. 10 will celebrate the South with Bun B, Morgan Wallen and Dierks Bentley.
  • Sept. 24 will spotlight the East with A-Trak, Young M.A and Summer Walker.
  • The final concert on Oct. 8 will highlight artists from the North including Claude VonStroke, Louis the Child and ZHU.

Tito’s partnered with live content marketing platform First Tube Media to produce Made to Order, which will stream live on the brand’s website and YouTube channel. Performances will also be interspersed with content including locally-inspired cocktails to complement the musical acts and dishes created by regional chefs in partnership with the artists.

Along with its WCK donation, Tito’s will encourage viewers to donate what they can through a link during each concert. Viewers who make a donation will be entered to win a virtual meet and greet with one of the headliners, festival posters signed by the artists and Tito’s merchandise.

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ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.