Company case study
Tito's Handmade Vodka
Tito's Handmade Vodka is a brand of vodka produced in Austin, Texas, known for its craft distilling process. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "Bill Gurley: 6 Out of 10 People Are Making This Mistake" (aired March 9, 2026).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | Bill Gurley: 6 Out of 10 People Are Making This Mistake |
| Aired | March 9, 2026 |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
Bill Gurley: 6 Out of 10 People Are Making This Mistake · aired March 9, 2026 · hosted by Sam Parr and Shaan Puri
Why it works
Tito's success is rooted in the founder's dedication and passion for vodka distilling, which he pursued after leaving a career as a mortgage broker.
Founding story
The founder, Bert Beveridge, quit his job as a mortgage broker at age 40 after using a career reflection exercise to find a path that aligned with his passions.
The playbook
The business illustrates the importance of aligning personal passion with professional pursuits, leading to authentic entrepreneurship.
Also mentioned
Bert's story serves as an inspiration for those considering a major career shift later in life.
Why this works now (our analysis)
Most vodka brands rely heavily on celebrity endorsements, but Tito's Handmade Vodka built its reputation through grassroots community engagement. Bert Beveridge initially gained traction by promoting his product at local events in Austin, using word-of-mouth and direct sampling to establish a loyal customer base. The brand now faces the challenge of scaling production while maintaining quality, which requires significant capital investment in distilling equipment and facilities.