Exclusive: Tito’s Moves To Reyes Beverage Group In California
Market-leading vodka brand Tito’s is set to switch distributors in its largest market, partnering with Reyes Beverage Group in California effective April 1. The brand has previously been aligned with RNDC in California.
“Today’s announcement speaks volumes for our people and the impact of our hard work,” Reyes Beverage Group CEO Tom Day told SND. “The story of Tito’s vodka and Bert ‘Tito’ Beveridge is truly a special one. We feel honored to welcome Tito’s Handmade Vodka to RBG and to be able to partner with a legend in this industry.”
“Following a comprehensive review of our route to market, we have identified California as a market with significant future growth potential,” Tito’s said in a statement. “We have made the strategic decision to transition the distribution responsibilities for Tito’s Handmade Vodka in California to the Reyes Beverage Group, effective April 1, 2025.
“We extend our deepest gratitude to the RNDC and former Young’s Market teams in California for their dedication and hard work in building the Tito’s Handmade Vodka brand,” the statement continued. “Our relationship with RNDC remains strong in many other markets where we operate, and this transition applies solely to the California market.”
Tito’s long growth run came to an end in 2024, albeit with only a 1.5% decline to 12 million cases, according to Impact Databank’s estimate. On a value basis, Tito’s remains the largest seller among all spirits brands at more than $2.5 billion in retail dollar terms, just ahead of Crown Royal.
Tito’s volume dip could mark just a temporary lull or a turning point, depending how 2025 plays out. Aware of the challenge from RTDs, Tito’s has become more aggressive in terms of above-the-line marketing in recent years, even taking playful jabs at the RTD segment, including with its “Tito’s in a Can” campaign. The brand has also leveraged consumer interest in alternative bottle sizes to hang onto share, debuting a four-pack of 50-ml. bottles last year.
Reyes is the largest beer distributor nationally, delivering over 320 million cases annually to over 115,000 retail accounts. The addition of Tito’s in California marks a continuation of its push into the spirits category.
Reyes added Sazerac’s brands in multiple states in 2023, and also handles brands from Brown-Forman and Gallo in various states, alongside spirits-based labels from longstanding partners like Molson Coors, Constellation, Diageo, Mark Anthony, and Boston Beer. Among its other recent additions, Reyes gained the Atomic Brands portfolio—including 3.2-million-case RTD label Monaco—in Illinois and Indiana last year, and also gained Sazerac acquisition Buzzballz (another multimillion-case player) in California, Illinois, Indiana, and South Carolina.—Daniel Marsteller
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