• by Teresa Buyikian , Yesterday

As the 250^th anniversary of the USA rapidly approaches, two distinctly American brands have come together for a new denim-clad collab.

Tito’s Handmade Vodka has partnered with jeans and western wear maker Wrangler for a merch collection.

The denim-wrapped line of barware and accessories includes cocktail shakers, pocket flasks, rocks glasses, aprons and coasters as well as a denim bottle bag.  Prices range from $27 to $60, with 100% of net proceeds going to nonprofit organizations that Tito’s supports. Customers can select which charity will receive the proceeds upon checkout -- a group that includes Emancipet, Meals on Wheels, Musicians on Call or the National Park Foundation.

“The best collaborations start with shared values, and Tito’s has plenty of those with Wrangler,” Taylor Berry, senior vice president, marketing at Tito's Handmade Vodka & LALO Tequila,  told Marketing Daily. “They’re an iconic American brand that’s never chased trends or tried to be something they’re not. We’ve always respected that. At Tito’s, we’ve built our brand the same way with a focus on quality, staying true to who we are, and making something people genuinely love. Bringing the two together felt like the natural way to celebrate good stories, good company and doing things your own way.”

Tito’s has leaned into paid and organic social to promote the collaboration, which kicked off earlier this month with a giveaway, according to Berry. The brand also held a “dogs-and-denim party” at Tito’s office in Austin.

The Tito's x Wrangler collection is available on the Love, Tito’s merch store. The Tito's x Wrangler denim bottle bag is also available at retailers across the country.

“One of the most rewarding parts has been seeing fans embrace the collection organically, from sharing their favorite pieces of the collection to spotting our denim bottle bags at retailers and posting about them on social. One person even stitched our bottle bags into a purse,” added Berry.