"After seeing the success of so many vodka brands coming from the area, producers of other spirits are trying to jump onto the 'bandwagon of cool' that is Austin," observes Davis. For one, unlike most vodkas on the market today - sourced from a massive industrial ethanol producer - Deep Eddy established relations with family-run enterprises, closely connected to corn farmers, and wholly committed to environmental sustainability (the brand advertises itself as 99% waste free). Column still rectification and charcoal filtration also gave birth to a velvety smooth liquid, crafted in small batches. Although they, too, entered the market with a corn-based distillate, the innovative upstart was eager to stake out his own space with several key points of distinction. While Tito's turned its attention to a global audience, in its hometown, smaller, craftier brands sprouted up to meet a growing demand for this newfangled Austin-style vodka. When done right, a vodka can actually have character. It didn't just have to be some blank canvas to build a cheap cocktail around. The resulting brand, Tito's, opened drinkers up to the idea that a proper vodka can actually be sipped. Sourcing neutral grain made from yellow corn, the Austin native was able to produce a spirit with a slightly sweeter finish and mellower mouthfeel than in the potato and wheat-based distillates dominating the market. The city's connection to vodka traces its origins back to 1997, when Tito Beveridge launched Texas's first legal distillery since Prohibition.
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