TINCUP Whiskey has unveiled Project TINPUP, a new initiative combining the brand’s outdoor heritage with charitable support for heroic search and rescue dogs. The program partners with the National Disaster Search Dog Foundation through a $75,000 donation and specially marked bottles featuring working dogs deployed to recent disasters.

The Colorado-based whiskey brand discovered that outdoor enthusiasts who love dogs are nearly twice as likely to enjoy bourbon compared to average consumers. This insight drove the creation of TINPUP, which celebrates the intersection of adventure, man’s best friend and whiskey.

Select TINCUP bourbon bottles now feature images of National Disaster Search Dog Foundation (SDF) canines who aided in major disaster response efforts. The featured dogs include Dodger, a Belgian Malinois who assisted during Hurricane Milton, and Ridge, a black Labrador who worked at the recent Los Angeles wildfires.

“TINCUP has always been a brand rooted in the outdoors – but what we’ve realised over the years is those outdoor lovers are often getting outside with a partner: their dogs,” Lander Otegui, EVP of Marketing and Innovation at Proximo Spirits, said in a news release. “Our partnership with SDF not only shines a light on the incredible work of search and rescue dogs—who often go unrecognized—but also builds on our long-standing commitment to protecting the great outdoors. 

“Most importantly, it’s all about our fans. With Project TINPUP, they can celebrate their love of adventure, dogs, and bourbon, as well as discover new trails close to home, and gear up with limited-edition merch that supports a cause they care about.” 

The specially marked bottles serve as both collectors’ items and conversation starters about the vital work these dogs perform in disaster zones across America.

TINCUP has expanded its website with a dedicated TINPUP section offering resources for dog-owning outdoor enthusiasts. The new platform includes 36 dog-friendly hiking trails accessible to city dwellers nationwide, developed in partnership with Leave No Trace to promote responsible trail usage.

The brand has also launched TINPUP-branded merchandise, including travel dog bowls, leashes, and chew toys available through their website. Additionally, the platform provides direct links for fans interested in donating to SDF or fostering dogs in training.

“Our partnership with TINCUP goes well beyond a generous donation,” Rhett Mauck, CEO of the National Disaster Search Dog Foundation, said. “By spotlighting these dogs that have aided in some of the country’s most devastating disasters, they’re helping us find, train and support the next generation of search dogs that will go on to help countless more people in the future.”

The initiative reflects TINCUP’s strategy to deepen connections with its core audience whilst supporting meaningful causes. The brand’s research revealed that their outdoor-focused consumers also over-index on supporting nonprofits, making the SDF partnership a natural fit.

Project TINPUP information is available at www.tincupwhiskey.com/tinpup, with bourbon purchases available through shop.tincupwhiskey.com.

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