TITO’S parodied the cocktail-to-go craze by selling an empty can that consumers fill at home

Tito’s Handmade Vodka began selling a 16-ounce empty can marketed as “not-a-cocktail-to-go.” Brand execs explained that this is Tito’s way of trolling other beverage makers that have hopped on the cocktail-to-go bandwagon (which Tito’s loudly and proudly refuses to clamber aboard). So, what are consumers supposed to do with an empty can that sets them back $20? According to Tito’s, they’re supposed to fill it with their own choice of liquid ingredients: seltzer, fruit juices, and alcohol in whatever relative ratios or strengths desired. Tito’s also says consumers who shell out for the refillable empty can are supposed to feel good—not just because of what they imbibe from the container after it’s filled but also because a portion of the purchase price goes to charity. The empty “Tito’s in a Can” is being sold for a limited time at Tito’s online store.