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The Pinhook Design System

Each Pinhook label has three consistent elements which will allow our fans to easily identify the expression and vintage.

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Our Approach & Inspiration

The standard approach to American whiskey uses blending and a fixed proof to replicate an established flavor profile batch after batch. Breaking with this tradition, Pinhook treats each set of barrels as a new vintage, shaped by the natural variations in the ingredients and the elements. Working in small batches, we craft each vintage to express the best whiskey rather than the same whiskey, and set the proof to optimize the unique attributes of that group of barrels.

To differentiate these expressions from each other and to help identify the same expression across multiple vintages, we have developed a visual language, inspired by jockeys’ silks. Here’s what each component signifies.

The standard approach to American whiskey uses blending and a fixed proof to replicate an established flavor profile batch after batch. Breaking with this tradition, Pinhook treats each set of barrels as a new vintage, shaped by the natural variations in the ingredients and the elements. Working in small batches, we craft each vintage to express the best whiskey rather than the same whiskey, and set the proof to optimize the unique attributes of that group of barrels.

To differentiate these expressions from each other and to help identify the same expression across multiple vintages, we have developed a visual language, inspired by jockeys’ silks. Here’s what each component signifies.

The Components

Each Pinhook label has three consistent elements which will allow our fans to easily identify what expression and vintage.

The Colors

Style & Expression

Pinhook makes two styles of whiskey— bourbon and rye—in four different expressions of each. Every one of those eight total expressions has its own dedicated color of dipped wax, which always remains the same, year after year.

The Geometry

Release Year

Each vintage has its own geometric shape, which appears on the label of every expression released that year.

The Horses

Barrel Lot

The horse on Pinhook labels denote a lot of barrels from which that blend comes. Every year Pinhook selects two up-and-coming thoroughbreds with our partners at Bourbon Lane Stable one with a Bourbon name and one with a Rye name.

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The Colors

Style & Expression

Pinhook makes two styles of whiskey— bourbon and rye—in four different expressions of each. Every one of those eight total expressions has its own dedicated color of dipped wax, which always remains the same, year after year.

  • Flagship
  • High Proof
  • Vertical Series
  • True Single Barrel

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The Geometry

Release Year

Each vintage has its own geometric shape, which appears on the label of every expression released that year.

3/

The Horses

Barrel Lot

The horse on Pinhook labels denote a lot of barrels from which that blend comes. Every year Pinhook selects two up-and-coming thoroughbreds with our partners at Bourbon Lane Stable, one with a Bourbon name and one with a Rye name. All the horse portraits are hand drawn by Noli Novak, artist for The Wall Street Journal.

  • Bourbon N' Rye

    Son of Maclean's Music and Ghost Friendly, by Ghostzapper.

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  • Bourbon Country

    Son of Harlan's Holiday and Uninhibited Song, by Unbridled's Song.

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  • Rye Humor

    Son of Distorted Humor and Diamonds For Lil, by Summer Squall.

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  • Bourbon War

    Son of Tapit and My Conquestadory, by Artie Schiller.

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  • Rye'd On

    Son of Competitive Edge and Crystal Image, by Halo's Image.

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  • Bohemian Bourbon

    Mare of Midshipman and Irene Adler, by Bernardini.

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  • Tiz Rye Time

    Son of Tiznow and Shanon Nicole, by Majestic Warrior.

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  • Hard Rye Guy

    Son of Hard Spun and La Pomme D'Amour, by Flower Alley.

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  • Bourbon Heist

    Son of of Practical Joke and Elusive One, by Elusive Quality.

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  • Rye Munny

    Mare of Munnings and Sunning Ghost, by Ghostzapper.

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  • Bourbondini

    Son of Bernardini and Pacific Whisper, by Forestry.

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  • Bourbon Resolve

    Son of Hard Spun and All Mettle, by Touch Gold.

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