Taking a Whiskey Brand Known for Backcountry Grit and Making it Resonate Around the Firepit
TINCUP Whiskey launched an entirely new product—a bourbon—which marked a major expansion of their portfolio. This was not just another whiskey release; it was a departure from what their audience was familiar with. As such, they needed to educate consumers about this new liquid: what it is, how it's made, and how it differs from previous TINCUP expressions. The campaign needed to introduce the bourbon clearly and compellingly, building awareness while also sparking curiosity and interest among both existing fans and new audiences.
Adding to the significance of the launch, the bourbon was the first product to feature TINCUP’s refreshed visual identity, which features updated labels, new products, and refined versions of their classic liquids.
So, we launched a campaign that did double duty: introduced the product and showcased the new branding.
Because bourbon offered a strategic growth opportunity to reach new people sitting at the intersection of outdoor enthusiasts (an audience already familiar with TINCUP) and US bourbon drinkers (a wider group than American whiskey drinkers), we were intentional with our audience targeting and campaign tone.
Rather than leaning into the well-worn tropes of extreme adventure and backcountry grit, we reframed the narrative to spotlight refined, accessible outdoor moments that would resonate with this new audience: cozy fire pits, backyard gatherings, and meaningful celebrations with friends and family.
This shift was more than aesthetic—it was strategic. By focusing on lifestyle-first storytelling, we created space for new consumers to see themselves in the brand, expanding TINCUP’s relevance beyond the hardcore explorer archetype.
To bring this to life, we deployed an integrated content strategy anchored in creator-led storytelling. We activated a mix of hand-selected influencers, brand ambassadors, and trusted partners to generate authentic, community-driven buzz. This approach emphasized real moments over polished campaigns, prioritizing resonance over reach.
Through this campaign, to support the new branding, we helped build a comprehensive asset library that brought the new look and feel to life across diverse environments. These assets were tailored for social media, web, and owned channels to ensure consistent storytelling and maximum visual impact.
This campaign represents a modern blueprint for brand evolution—leveraging content, creators, and community to bridge legacy and lifestyle in a way that grows both audience and authenticity. Don’t just take it from us. Check out the results:
Campaign Totals:
- 50 posts (across influencers and ambassadors)
- 17 partners
- 315 assets gathered
- 7.7+ million impressions (with boosting)
- 357K organic reach
- 12K organic engagements
Ambassadors:
- 12 ambassadors
- 19 posts featuring bourbon since launch
Influencers:
- 5 influencers
- 21 posts (Meta, TikTok, YT)
Content creators and photographers:
- 10 partners
- 343 assets (mix of social-first video + imagery)
Written by Cayley Allen and Meg Papanastassiou
