This is another bizarre bootstrap story about how a geologist became a vodka distiller by utilizing images of stills from prohibition and obtaining the only distillery license in texas. I learned of this company from a sole ad they published in the paper. There advertisement basically said after 10 years this is the first advertisement we could afford. Basically the gist also indicated, so small our labels are put on by hand and that's why they aren't perfectly straight, you want the vodka not a fancy bottle. I purchased a bottle to give it a try. Its pretty good, I like how he decided what type of vodka to make... suggested by a liquor store attendant.
http://www.titos-vodka.com
The business prior to there first ad has been entirely word of mouth. If you look at the sales numbers (in cases) originally from 1000 cases to 180k is amazing. I feel he is trying to make his own market just like same adams. People are willing to pay more for micro-brew if it really is better. So though there are alot of competitors on the shelf, they aren't his competitors. He is not competing directly with the big distillers. Notice how one is drawn to the story, kinda starbuckish that businesses are entertailing like in the textbook.