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In Closely Watched Case, Tito’s Plans To Contest Lawsuit Against “Handmade” Claim


Drinks marketers are likely reevaluating their label claims in the wake of a lawsuit against Tito’s Handmade Vodka for the 1.3-million-case brand’s claim of being “Handmade.” The suit, filed September 15 in San Diego Superior Court by a California real estate broker named Gary Hoffman, aims to force Tito’s owner to drop the term “Handmade” from its name.
“We’re taking a common sense position,” says Hoffman’s attorney. “We don’t see how a product that sells more than 15 million bottles a year, and is made from commercially-manufactured neutral grain spirit that’s trucked into Tito’s industrial facility, can possibly be called ‘Handmade.’ Therefore, we’re seeking a label change that more accurately reflects this product’s attributes.”
Fifth Generation owner Tito Beveridge says he will vigorously contest the lawsuit. “All of our labels have gone through the approval process of the Department of the Treasury’s Alcohol and Tobacco Tax and Trade Bureau (TTB),” says Beveridge. “After sending a field agent to Austin to review our processes, the TTB has approved our use of ‘Handmade’ on our label. We think our pot still batch distillation process is one of the key things that differentiates us from a great majority of other vodkas. We disagree with these claims and will defend ourselves against this misguided attack.” – Shanken News 

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