The Artisan Way

After reading about Tito's Handmade Vodka it was interesting to learn about how the company started. How a mortgage broker had a passion for distilling and flavored vodkas and left his comfy job to pursue a risky path. Tito is a self taught distiller that produced a smooth tasting homemade vodka for the consumer. Sailor Jerry's Spiced Navy Rum also has a unique story behind it as it was created by a company that originally designed tattoos. Walker says that Branding is a process of attaching an idea to a product, for Sailor Jerrys, its the tattoo history that creates the idea behind the traditional seafaring recipe. With Tito's company, the idea attached to his vodka is that its handmade by the owner himself in the first and oldest distilling factory in Austin Texas. What Tito's Handmade Vodka and Sailor Jerrys have in common is the artisan idea attached to each. Tito goes through an extensive process of distilling that most Vodka companies do not, while Sailor Jerrys has limited edition designs on each bottle drawn by the the actual artisit, Sailor Jerry. Walker also said if a product is successfully tied to an idea, branding persuades people to consume the idea, I think Walker would agree that these brands have successfully done that!