These Vodka Cans Are Completely Empty As A Troll Towards Seltzers

Texan Vodka company Tito’s is taking a jab at the canned cocktail industry by doing something no other brand is: selling empty cans.   

Yup, there is no vodka or mixer included, just the aluminum can.   

‘Tito’s in a Can*’ cleverly distinguishes itself from other alcoholic brands by not conforming to the new norm of canned brews. Instead, it’s giving drinkers the opportunity to create their own mix for US$20. The asterisk in its name cheekily hints at the less-is-more approach the brand is taking with its new product. 

The packaging is a 16-ounce reusable and portable metal can and... well, that’s it, really. The hollowed-out cans are currently being sold for a limited time on the company’s website, and all sales will be donated to a charity of the consumer’s choice.  

In a statement to CNN Business, Taylor Berry, the vice president of marketing and branding for Tito’s, mentions that customization is always at the forefront of the brand. So instead of creating pre-mixed drinks, it’s handing the creative process over to its loyal customers to do so themselves. 

Despite drinkers asking the brand to start making canned drinks, Tito’s has been resilient in its commitment to just making vodka, says Berry. 

The can is just a little nod at giving the community what they want without selling out, so to say.   

[via Marketing Dive and CNN, cover image via Tito’s]