Tito’s Takes Top Spot in IRI

He actually did it. Tito's Handmade Vodka, the godfather of the craft spirits movement, is now the highest selling spirit brand in the US, per IRI data. You may recall, Smirnoff held on to the top spot for years, but around this time last year we noted Tito's was gaining on it [see WSD 08-16-2016].Tito's raked in nearly $190 million in all IRI-measured spirits channels for the year through September 9--up nearly 44%. Jack Daniel's Black Label sits at No.