Austin-Based Tito’s Handmade Vodka Launches Thanksgiving Challenge to Give Up to $1 Million to Meals on Wheels AmericaAustin-Based Tito’s Handmade Vodka Launches Thanksgiving Challenge to Give Up to $1 Million to Meals on Wheels America

For many Austin-area families, Thanksgiving means gathering around the table, catching up with relatives and enjoying a much-needed break. This year, one of Austin's best-known homegrown businesses is giving people another reason to take it easy, and the potential impact extends well beyond the holiday weekend.

Tito's Handmade Vodka has announced the return of its Tito's Turkey Rot, a Thanksgiving fundraising campaign that could generate up to $1 million in support for Meals on Wheels America, an organization working to address hunger and social isolation among older adults nationwide.

The campaign, which began November 2, 2026, offers a humorous alternative to the traditional Thanksgiving Turkey Trot. Instead of lacing up running shoes for a 5K, participants are invited to spend time relaxing while helping trigger additional donations to an organization that provides meals, personal connections and vital support for aging neighbors.

For Central Texas residents, the initiative brings together two familiar parts of the community: an Austin-born business with a history of charitable giving and a cause that has served local seniors for more than five decades.

How the Tito's Turkey Rot Turns Thanksgiving Relaxation Into Donations

Now in its second year after debuting in 2025, the Tito's Turkey Rot makes participation intentionally simple.

Tito's is beginning the campaign with a $500,000 donation to Meals on Wheels America and has pledged an additional $10 for every eligible person who signs up, with the combined campaign contribution capped at $1 million.

Adults ages 21 and older can participate by visiting titosvodka.com/turkeyrot and selecting the option to join, or by commenting on a qualifying Turkey Rot social media post.

The general participation campaign runs November 2 through November 30, 2026, giving participants several weeks to get involved. The separate Turkey Rot Teams sweepstakes closes earlier, on November 22.

The concept is a departure from Thanksgiving Turkey Trots, which traditionally bring families and friends together for morning runs and walks before the holiday meal. Tito's has turned that familiar tradition around, making staying home and relaxing the centerpiece of its fundraising effort.

"If you've married into a turkey trot family, you know nothing tests a relationship quite like finding out your in-laws think a 5K is an appetizer," said Taylor Berry, Senior Vice President of Marketing at Tito's Handmade Vodka. "We think the holidays already ask enough of us, so we're bringing back the Tito's Turkey Rot. No alarms, no running shoes, no cardio. Just commit to the Rot, grab your favorite people and a Tito's cocktail, and do some good by doing absolutely nothing. Finally, a Thanksgiving tradition where staying on the couch counts as participation."

New Turkey Rot Teams Give Friends and Families Another Way to Participate

For 2026, Tito's is introducing Turkey Rot Teams, allowing eligible participants to create or join groups and enter a Thanksgiving-themed sweepstakes.

Each eligible team member contributes one sweepstakes entry to the group, with a maximum of 50 entries per team. Winning teams will be randomly selected, and eligible members of those teams will each receive a $100 gift card.

For Austin-area friends, families and coworkers interested in participating together, the team option adds a social element to the campaign without requiring anyone to meet at a starting line.

The sweepstakes runs from November 2 through November 22, 2026, and is open to eligible legal residents ages 21 and older in the United States, excluding California and Virginia. No purchase is necessary, and purchasing merchandise does not increase the odds of winning.

Participants can find the official sweepstakes rules and team registration information at titosvodka.com/turkeyrot/teams.

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Thanksgiving Merchandise and Holiday Recipes Add to the Fundraising Effort

The Turkey Rot also features a collection of themed merchandise, with 100% of net proceeds from the collection benefiting Meals on Wheels America.

Among this year's additions is the Turkey Rot Finisher Flask, a tongue-in-cheek take on the medals traditionally awarded at races. Other items include a sweatsuit, blanket, socks and a Brooklinen robe.

The robe and sweatsuit also come with a Tito's 0.0 sticker and an official Turkey Rot race bib.

The company is sharing Thanksgiving cocktail recipes, including the Tito's Bloody Mary-thon and Tito's Turkey Rot Toddy, as part of the holiday campaign.

The merchandise is available through the Tito's Turkey Rot online collection, while drink recipes can be found at titosvodka.com/recipes.

From a Small Austin Distillery to a Nationally Recognized Brand

For longtime Austin residents, the Tito's name is closely connected to the city's entrepreneurial history.

Tito's Handmade Vodka was founded by sixth-generation Texan Bert "Tito" Beveridge, who began developing the business during the 1990s. After working in the oil industry and mortgage lending, Beveridge pursued an interest in vodka production and set out to establish a distillery in Central Texas.

In 1995, he obtained permits for what became Texas' first legal operating distillery, breaking ground on a 12-acre property in rural southeast Austin.

The early operation was far removed from the nationally recognized spirits company it would eventually become. Beveridge started with a 998-square-foot building, using spare parts to assemble distilling equipment while developing the corn-based vodka that would become the company's signature product.

The first case of Tito's Handmade Vodka was sold in 1997.

Today, the vodka is distilled and bottled in Austin by Fifth Generation, Inc., and the company's products are sold across the country. Its corn-based vodka is also certified gluten-free.

Alongside its commercial growth, Tito's has developed a history of charitable initiatives. Its Love, Tito's program, formally established in 2015, supports nonprofit organizations and community projects, including work involving food access, animal welfare, veterans and environmental initiatives.

The Turkey Rot continues that approach by connecting the company's national audience with a cause that has particular relevance during the Thanksgiving season.

Why Meals on Wheels Matters to Austin and Central Texas

While the Tito's Turkey Rot is a nationwide fundraising effort, the mission behind it is familiar to many Austin-area residents.

Meals on Wheels America supports a network of approximately 5,000 community-based providers nationwide, helping local organizations deliver nutritious meals, social interaction and other services to older adults.

The organization also provides funding, education, research, advocacy and public awareness initiatives to strengthen programs serving seniors. Its End the Wait initiative focuses on reaching older adults who need Meals on Wheels services but are not yet receiving them.

In Austin, that mission has deep roots.

Meals on Wheels Central Texas began in 1972 when eight volunteers in East Austin started preparing and delivering meals to 29 neighbors three days a week.

More than 50 years later, the independently operated nonprofit serves over 5,000 older adults and people living with disabilities across six Central Texas counties, with support from more than 4,000 volunteers.

According to the organization, its volunteers deliver more than 3,000 meals each weekday.

Those deliveries provide more than food. They also offer opportunities for friendly conversation, wellness checks and connections to services that help older adults remain independent in their own homes.

For an older neighbor living alone, a visit from a Meals on Wheels volunteer may be one of the few regular face-to-face interactions they receive.

That personal connection is especially meaningful during holidays, when the absence of nearby family or friends can make isolation more difficult.

"The holidays remind us how much it means to share a meal and feel connected to the people around us. Yet too many older adults will spend this season facing hunger or loneliness," said Kristine Templin, Chief Development and Marketing Officer at Meals on Wheels America. "The Tito's Turkey Rot is a fun way to turn a holiday tradition into something that makes a real difference for older adults who rely on Meals on Wheels for nutritious meals and meaningful connection. We're grateful to Tito's for continuing to stand alongside Meals on Wheels and for inspiring people across the country to make a difference in the lives of our aging neighbors."

Although the Tito's campaign benefits the national organization and has not been announced as a direct donation to Meals on Wheels Central Texas, the local nonprofit's work illustrates the needs that Meals on Wheels programs address throughout the country.

Meals on Wheels Central Texas is headquartered at 3227 East 5th Street in Austin. Residents interested in volunteering, making a local donation or learning more about meal delivery services can visit mowctx.org or call 512-476-6325.

How Austin-Area Residents Can Join the Tito's Turkey Rot Before Thanksgiving

Residents interested in participating in the 2026 Tito's Turkey Rot can sign up through November 30, while those interested in the team sweepstakes must enter by November 22.

Additional information is available through the company's official Turkey Rot website, along with campaign updates on Tito's Instagram, Facebook, TikTok and YouTube channels.

For those who prefer to support the mission without participating in the campaign, Meals on Wheels America also provides information about donations, volunteer opportunities and finding a local meal delivery provider at mealsonwheelsamerica.org.

As Thanksgiving approaches, the Tito's Turkey Rot offers an unusual reminder that community involvement does not always require a major time commitment. Sometimes, even a small action can contribute to a much larger effort.

And for Austin, where both Tito's Handmade Vodka and Meals on Wheels Central Texas began with local ideas that grew into something much bigger, the campaign is another example of how the city's homegrown organizations can make a difference far beyond Central Texas.

Stay connected with My Neighborhood News for more Austin-area community news, charitable initiatives, holiday activities and opportunities to support local neighbors throughout the season.