By Samantha Errico
Tito's Handmade Vodka is trying to turn spirits into love.
"We celebrate Pride every single day at Tito's Handmade Vodka," Zack Flores, national philanthropic programs manager at Tito's Handmade Vodka, told Cheddar on Friday. "We support a number of different missions from independent film festivals all the way to the Gay Rodeo Association."
Rather than just slapping a rainbow flag onto its products, Tito's says it's making an effort to do more. "There is a fine line between authenticity and deception, and a lot of brands are trying to take advantage of that," said Flores.
The company has been raising money for the Stonewall National Monument this season with two different promotions: donating a dollar for each Tito's cocktail sold at participating bars and restaurants in June and matching donations to its online campaign honoring WorldPride, up to $15,000.
But Tito's isn't planning to move on once Pride month is over. Throughout the summer, the brand is planning to take part in over 25 local Pride marches and parades, including the WorldPride March on Sunday in New York City.
"You won't notice our products having rainbow stickers on it, we're traditional, we stick to our guns, and let our actions speak for themselves," Flores said.