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.

1/

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

2/

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.

Pinhook AR

Bridging physical & digital

The traditional hand-crafted design of the bottle is brought into the 21st Century with our augmented reality app. The app allows our fans to explore Pinhook’s stable of celebrated bourbon and rye whiskey, and the stories of the thoroughbred racehorses connected to each release.