Value Laden Companies Forging Consumption Behavior

Image: Tito's Homemade Vodka

​Corporate Challenge:When statistics show a downward trend, how are some brands growing so fast in that same market space?

Ironbound Strategy: The fastest growing brands are ceaselessly creating value for their customers, employees, and society; and having fun in the process.

Ironbound Action: Texas based Tito’s Handmade Vodka was established to give profits back to communities. In order to explain Tito’s exponential growth, Tito said “If you can do nice things for people, it’s amazing what comes back to you”. A recent GlobalData survey found that 54% of millennials are cutting back on alcohol. Millennials are very picky about the alcohol they consume. Netherland based Ketel One has seen its sales of vodka plummet in the US. However, Vodka sales overall are booming in the US, and the #1 brand is Tito’s, especially among millennials. Just last year Tito’s sponsored over 6,000 charity events as a way to create value for society. The brand has grown so large, Tito’s is asking non-profits to reach out to Tito’s for open donations. Creating value for society generates so much sales for some brands, they can’t keep up with their astronomical growth.