Applying a winemaker’s approach to whiskey, Pinhook breaks with standard American distillery tradition by releasing new vintages of distinctive bourbons and ryes each year. The company approached Decimal to extend its web presence, providing a better digital reflection of its unique brand and product offering. Since our initial engagement we have partnered with Pinhook to expand its email acquisition efforts, facilitate sales, and create an experience that is better suited to its users.

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Aside from a unique approach to distillation, Pinhook’s packaging design system is one-of-a-kind, literally. Each bottle has its own shape, color, and horse associated with it, enabling users to better understand the bottle itself, its vintage, its type, and barrels.

Our task was to extend this uniqueness and creativity to the web, showcasing the breadth of the brand's offerings, while allowing users to easily navigate the experience. We designed a greatly simplified site that would allow the product to shine while clearly featuring Pinhook’s entire bourbon catalog. Users are now seamlessly guided through the brand story to product purchase creating an experience that is almost as delightful as the bourbon itself.

In order to better facilitate email acquisition, we brought the site to compliance from an SEO and performance standpoint and then introduced the Pinhook Magazine, a blog advertised by email newsletter. We moved the company from Campaign Monitor to Mailchimp, a simpler platform with more options for content personalization, campaign segmentation, and automated flows.

As part of our ongoing partnership with Pinhook, we are now focused on helping the editorial team make the most of its efforts by instilling SEO guidelines throughout all of its external communications.