You've probably heard the rumor. It’s one of those stories that gets passed around a sticky bar top after a few rounds of drinks. Someone leans in and tells you that the person behind Tito’s Handmade Vodka had a messy split, and his ex-wife started her own brand just to spite him. Or maybe you've heard that a specific bottle on the bottom shelf is actually "the ex-wife’s revenge."
It sounds like the perfect plot for a country song. A billionaire vodka tycoon, a disgruntled former partner, and a liquid rivalry played out in liquor stores across America.
But if you’re looking for a bottle actually called Tito's ex-wife vodka, you’re going to be looking for a long time. It doesn't exist. At least, not in the way the internet urban legends suggest.
The Myth of the "Revenge" Vodka
The legend usually identifies a brand called Tower Vodka as the "ex-wife" brand. The story goes that Bert "Tito" Beveridge’s former spouse took her settlement money, hired his old master distiller, and launched Tower to undercut his prices and steal his shelf space.
It’s a great story. Honestly, it’s a better story than the truth.
But the truth is much more corporate and a lot less cinematic. Tower Vodka is produced by Dynasty Spirits, a company based in Madisonville, Texas. While there have been whispers for years about former Tito’s employees moving over to Dynasty Spirits, there is no evidence—zero, zip, nada—that Tito’s ex-wife owns or started the brand. In fact, Tito’s wife, Lori Beveridge, has been a quiet but steady part of the Tito's story for years. She’s the one who reportedly encouraged the eco-friendly, recycled paper labels and has been by his side throughout the brand's meteoric rise from a one-man shack to a global powerhouse.
Why Do People Believe It?
People love an underdog story. They also love a "hell hath no fury" narrative.
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When Tito’s became the best-selling spirit in the United States, it stopped being the scrappy little guy. It became the giant. When a brand gets that big, people naturally look for an alternative—a "Tito's killer."
Tower Vodka often gets positioned this way by liquor store clerks because:
- It’s also made from corn (like Tito's).
- It’s often priced $5 to $10 cheaper.
- It hails from Texas.
If you walk into a Total Wine or a local packie and ask for a cheaper version of Tito's, the salesperson might point to Tower and mention the "ex-wife" rumor to give the sale some flavor. It’s a classic sales tactic. It turns a boring commodity purchase into a piece of juicy gossip.
The Real Story of Tito Beveridge's Success
To understand why this rumor sticks, you have to look at how Bert Butler Beveridge II (yes, that’s his real name) built the empire. He didn't start with a board of directors. He started with 19 credit cards and a lot of debt.
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He was a geologist. An oil man. A mortgage guy. Basically, he was a guy who failed at a lot of things until he started infusing vodka with habaneros for his friends.
When he finally decided to go legit in the mid-90s, he had to build his own still. He lived in a shack at the distillery. He slept on floors. There wasn't some massive divorce settlement funding the operation; there was just a guy who wouldn't quit and a wife, Lori, who supported the vision.
The idea of a "Tito's ex-wife vodka" actually does a disservice to the real history of the brand. Lori Beveridge is often credited with helping shape the brand's "look." She’s a fan of Mexican art and minimalist decor, and that aesthetic—unfussy, authentic, brown paper bag chic—is exactly why the brand feels so approachable.
The Corn Connection
One reason the "ex-wife" rumor specifically targets brands like Tower or Deep Eddy (another Austin staple) is the base ingredient. Most vodka is made from wheat or potatoes. Tito’s is 100% yellow corn.
This makes it naturally gluten-free, which was a massive marketing win, even if the distillation process technically removes gluten from wheat-based spirits anyway. When competitors popped up using corn and "micro-distilling" techniques in Texas, the "ex-wife" narrative became a shorthand way for consumers to categorize these similar-tasting alternatives.
What Most People Get Wrong About Tito's
There’s another reason people look for "the next Tito's." In recent years, the brand has faced some heat.
- The "Handmade" Controversy: There were several lawsuits claiming the vodka isn't actually "handmade" because it’s produced in massive automated stills now.
- The Billionaire Status: It’s harder to feel like you’re supporting a local craftsman when the founder is worth billions.
- The Recipe: Tito’s hasn't changed its recipe or added flavors in decades. While brands like Grey Goose or Cîroc launch a new "peach-mango-sunrise" flavor every summer, Tito's stays static.
This perceived stagnation makes the market ripe for a "disruptor" brand. If a story goes viral saying an ex-wife is making the "real" version of the old recipe for half the price, people want to believe it.
The Actionable Truth for Vodka Drinkers
So, what should you actually buy? If you’re standing in the liquor aisle and you see a bottle that someone claims is Tito's ex-wife vodka, here is how to handle it:
- Check the Producer: Look at the back label. If it says Dynasty Spirits (Tower) or Western Son, it’s just a Texas competitor. It's not a family feud in a bottle.
- Taste for Yourself: Corn-based vodkas like Tito’s and Tower do have a slightly sweeter, rounder finish than rye or potato vodkas. If you like that profile, the cheaper "rumor" brands might actually be a better value for you.
- Ignore the Gossip: The "ex-wife" story is a marketing myth. Bert and Lori Beveridge are very much a team.
- Support Local if You Care: If the "bigness" of Tito’s bothers you, look for actual craft distilleries in your specific city rather than chasing a mythical revenge brand.
The spirits industry is full of tall tales. Some are true—like the fact that Tito once called his mom to ask if Jesus would be okay with him owning a distillery (she said it was fine). Some are fake—like the ex-wife vodka saga.
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In the end, the only thing that matters is what’s in the glass. Whether it’s the original from Austin or a budget-friendly alternative from a few towns over, just make sure you’re buying it for the taste, not the drama.
Next time someone tells you that "the ex-wife" owns that cheap bottle of vodka, you can be the one to set the record straight. Or just let them enjoy the story. Sometimes a little bit of fiction makes the drink go down smoother.