"Copper, when exposed to water and air, will slowly develop a verdigris patina on its surface, transforming its bright bronzy gleam into a tarnished teal skin. So why have the copper caps enclosing each bottle of Tito's Handmade Vodka resisted any sign of aging at all? Because they're made of plastic, of course. Like certain other controversial aspects of the vodka's packaging, its iconic copper detailing is more superficial than material."
"Still, after 27 years in business, Austin, Texas's homegrown booze brand is looking as polished as ever. Today, Tito's is the most-consumed spirit in America, selling over 12 million cases (that's about 43 Olympic-size swimming pools of corn-based vodka) for some $2.6 billion in 2024 alone. At such a production volume, though, I marvel that the label on each bottle still reads "Handmade.""
Copper caps on Tito's bottles are plastic, preventing the verdigris patina that real copper would develop when exposed to water and air. The brand's iconic copper detailing and other packaging features are superficial rather than materially copper. After 27 years, Tito's remains polished and commands the U.S. spirits market as the most-consumed spirit, selling over 12 million cases—about 43 Olympic-size swimming pools of corn-based vodka—and generating roughly $2.6 billion in 2024. The label continues to read "Handmade" despite high-volume production. Vodka production requires distillation to around 95 percent ABV and dilution to about 40 percent ABV. Bert "Tito" Beveridge registered as the first post-Prohibition distiller in Texas in 1997 and used Texan credentials, copper imagery, and corn sourcing to build the brand.
Read at Slate Magazine
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