Tito’s Handmade Vodka continues to dominate North Carolina’s liquor market, selling around 300,000 bottles monthly across both 750 ml and 1.75 liter sizes. With a gluten-free recipe that has made it a staple in popular cocktails like the Bloody Mary, Tito’s outperforms its nearest competitor, Smirnoff Vodka, which sells approximately 70,000 bottles per month.

Vodka remains the most consumed spirit in North Carolina, with eight out of the top ten liquors being vodka or vodka-based drinks. Interestingly, while Tito’s tops the sales in Orange County, Don Julio Reposado Tequila leads in Durham County.

However, 2025 has marked the first year of declining overall liquor sales in North Carolina, a deviation from previous trends. Despite Tito’s success, it experienced a 3% reduction in sales from 2024, with fifth-sized bottles posting a 9% drop. Tony Dubois, the Orange County ABC General Manager, noted that sales of ready-to-drink seltzers like High Noon and Surfside have surged, reflecting a shift in consumer preferences. These ready-to-drink options have gained significant traction since their introductions—High Noon launched in 2019 and Surfside in 2022.

The NC Alcohol Beverage Commission reported that total liquor sales for fiscal year 2025 decreased by 0.26% compared to the previous year, marking a unique downturn. While retail sales saw a dip of 0.23%, mixed beverage sales in bars and restaurants grew by 0.63%, reflecting a gradual recovery from the impacts of the COVID-19 pandemic.

Despite being the top-seller, Tito’s and other liquor sales have faced challenges, as preferences for low-calorie and healthier alternatives like hard seltzers gain ground. In fiscal year 2025, there was a remarkable eightfold increase in sales of Stateside Surfside Cocktails and a twofold rise for High Noon Fiesta Cocktails.

Profits from alcohol sales play a vital role in funding state and local governments as well as alcohol abuse prevention programs, with nearly $15.2 million allocated to law enforcement and $113 million to local municipalities from ABC revenues.