Capitalizing on Golf’s Growth, Tito’s Handmade Vodka Debuts a PGA Tour Lounge

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Among touchpoints in the Tito’s Stillhouse Lounge is a Golden Tee Golf retro arcade game.

Tito’s Handmade Vodka, the official vodka sponsor of the PGA Tour and PGA Tour Champions, unveiled its new Tito’s Stillhouse Lounge at the WGC-Dell Technologies Match Play at Austin Country Club in Austin, Texas, March 23-27. The hospitality activation, created to bring light-hearted entertainment to golfers and non-golfers alike, will travel to more than 15 stops on the PGA Tour this season. The modular footprint expands and shrinks to fit each unique space.

“When you’re at these events, all you really want to do is swing a golf club, so we wanted to find a way to bring that experience to a golf course,” says Taylor Berry, vp-brand marketing at Tito’s. “The entire experience is an ode to all the things we’ve done in the golf space. We wanted to bring the whole spectrum of golfers together. It’s a tough game, and we feel like everyone, golfers at every level, can be invited to the Tito’s party. It’s meant to be very accessible in that sense.”

Consumers at the event enjoyed a putting green, “Golden Tee Golf” retro arcade game and various photo opportunities. The living room-inspired lounge featured long tables for community-style seating and televisions streaming live broadcasts of the tournament. And, of course, there were signature cocktails like the Tito’s Transfusion, also known as the label’s “go-to” golf libation.

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Exclusive to the brand’s event in Austin, a Tito’s Bogey Boat floating activation lured passersby who did not have access to the tournament. The vessel sailed around Lake Austin and then anchored near the 13th hole, a popular spot for fan entertainment. Everyone was invited to climb aboard and catch a glimpse of the tournament competition while enjoying authentic Texas barbecue fare, cocktails and live dj music.

“Covid was the spark that led to this PGA sponsorship,” says Berry. “Golf ballooned in popularity during the pandemic, given the safety of being able to do something outside socially. From the time that the pandemic started, to the point that we signed this sponsorship deal last year, there was almost a 10-percent increase in total golfers across the United States. So we found this opportunity to cater to the people getting into golf and show them that you don’t have to be incredible at the sport to have fun.”

The brand’s PGA Tour partnership launched in 2021 in conjunction with the Shorties Classic, an original pitch and putt match that premiered nationally on the Golf Channel. Artwork from the event was showcased in the lounge alongside a poster from the Golf Channel and custom murals designed by Austin-based artist Josh Row. There was also hand-painted, framed artwork on display to commemorate Tito’s 25th anniversary celebration this April.

Through a collaboration with William Murray golf apparel brand, Tito’s recently launched a limited edition apparel line featuring the first-ever women’s polo designed exclusively for its brand. Consumers in the Tito’s Stillhouse Lounge could use an iPad to access a digital storefront and purchase merchandise to be delivered directly to their homes. Additional games like “Plinko” will be featured at select upcoming tournaments for attendees to win small prizes including golf ball markers, bandanas and Koozies. Agency: Salem Sports Events.

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Austin-based artist Josh Row painted custom murals for the Tito’s Stillhouse Lounge.

Photo credit: PGA Tour

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