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Originally Posted by GoldenBoot
Funny you posted this. I just spoke with a close relative in the alcohol industry and he told me that Tito is working on something "huge." However, not even his close friends know exactly what it is. He's been extremely quiet about it.
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I've actually heard specifics about this (assuming it's what your relative was told) and it would be an interesting thing for sure, but it shouldn't lead to much in the way of development. Tito's is 100% owned and licensed by Fifth Generation, Inc. which is entirely owned by Tito himself. Their corporate headcount isn't huge. I just don't see them needing a lot of office space square footage. Now maybe he could sell the brand to a conglomerate, but you'd wonder where it would office out of. He seems pretty content having sole ownership, but everyone wants liquidity in the brand's value beyond income at some point and that only happens through partial/complete acquisition or IPO. Not the "huge" thing I heard though.
Tangent: I don't know what the deal is with Deep Eddy Vodka but they've certainly been trying to masquerade themselves as a Tito's subsidiary. Some of it is just natural consumer confusion and association, but I've also heard they've been pulling some backhanded stunts when marketing it for distribution. Like saying it's related or selling ludicrous backstories. They even told one restaurant on 2nd street that Tito had sold the company and didn't even make it in Austin anymore and convinced them to switch to Deep Eddy because of that fact.
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