Make Tincup Whiskey, a brand well-known as a mountain whiskey from Colorado, relevant to attendees of the Bassmaster’s fishing tournament series events, which are held in Southern states that do not have a local connection to the brand.
Although Tincup has “Mountain Whiskey” labeled right on its bottle, the brand forges authentic connections with all outdoor enthusiasts, including those who love to fish. Soho built on this credibility by designing a branded event set connecting to elements of fresh-water sports fishing. These elements were easily identifiable by attendees who participate. Key to the experience was a competitive line casting game, the draw of which was second only to the whiskey itself.