Is Tito’s Handmade Vodka Really Handmade?

In the op-ed section of the October 20 Wall Street Journal, I’ve provided my brief take on the class action lawsuits alleging Tito’s Handmade Vodka is not handmade. On the one hand, during my reporting for the book, I ran across more than a few distillers who rolled their eyes at Tito’s use of the term “handmade” on the more than 1.2 million cases of vodka Tito’s sells each year. On the other hand, how would the plaintiffs define a handmade vodka? What aspects do they imagine involve hands—distillation takes place inside a still. In the current litigious environment, Tito’s may be better off reaching a settlement—two class action suits are the last thing Tito Beveridge needs. (Then again, Tito is a fighter. He’s gone round for round against the government—and survived.)

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