Tincup targets adventurers with rye whiskey

American whiskey brand Tincup has released a new rye expression, which will be promoted through its Partner in Adventure campaign.

Described as a “bold and smooth” whiskey, Tincup Rye (45% ABV) is inspired by the “daring settlers of the American west”. Tincup Rye is said to have "sweet vanilla and fresh tobacco" on the nose, and a "lingering caramel and silky tannic mouthfeel" on the finish. Aged for three years, Tincup Rye is made with water from the Rocky Mountains and using rye recipes that were enjoyed by settlers and miners in Gunnison County, Colorado. The brand takes its name from Tin Cup – a mining town founded in 1879 on the western slope of Colorado, in the adjacent valley to where Tin Cup founder Jess Graber began distilling. “Tincup Rye is a salute to American whiskey tradition,” said Graber. “In the early days before Prohibition, rye was the predominant spirit available and the drink of choice for Colorado’s mining pioneers. Our newest whiskey is a toast to those bold individuals and their partners in adventure and exploration.” To mark the launch, Tincup has unveiled its Partner in Adventure initiative, which brings together “true stories of adventure and the powerful bonds forged when people come together in its pursuit”. The campaign will highlight the stories of “modern adventure pairs” including climber and filmmaker couple Renan Ozturk and Taylor Rees. Explorers are invited to share stories of their adventures with their partners on Instagram or Twitter for a chance to win an all-inclusive, once-in-a-lifetime trip to explore the Rocky Mountains and the town of Tin Cup. Entrants must follow @tincupwhiskey and post a photo to their public account using #PartnerInAdventure and #contest. Tincup Rye Whiskey is available across the US for US$29.99 per 750ml bottle and online at www.reservebar.com. In June last year, Tincup launched its Backcountry Adventure campaign to encourage consumers to “seek out extraordinary experiences”.