As a freelance writer, I’m not usually one to go down rabbit holes when it comes to research funding. That changed when *Physics World* spotted an intriguing source of support in a paper I was covering on exotic phases in quantum materials. The study, published in *Nature Materials* and led by Edoardo Baldini at the University of Texas at Austin, was partially funded by Love, Tito’s – the philanthropic arm of the Texas-based distillery, Tito’s Handmade Vodka. The link between vodka and quantum materials was a story I was eager to explore, but a quick look at the company’s website was enough to shed some light on how this connection came about. Since its beginnings in 2015, *Love, Tito’s* has donated tens of millions of dollars to multidisciplinary research, with no direct ties to the company’s business operations. Much of this funding has supported projects ranging from cancer therapies to ocean cleanups – efforts whose vital importance will be immediately clear to the public.…