A shot of a whiskey glass with a Pinhook Bourbon bottle in the background

Pinhook Bourbon

A digital experience as unique as

the product itself

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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Food + drink
Poster image of the product listing page screen recording
Screenshot of the homepage on mobile
Poster image of the screen recording of the mobile product listing page
Screenshot of the product detail page on mobile

Design System

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.

Poster image for screen recording of the Pinhook Design System page

The Pinhook brand has quality and design in its DNA. We had high expectations when looking for a partner to collaborate with the evolution of our website.  Decimal instantly—and continuously—have exceeded our needs.

Charles Fulford


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.

Screenshot of the design system page


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.

Mobile screenshot of the product listing page
Screenshot of the filtering system on mobile
Screenshot of the mobile product listing page


Alex Muñoz
Cherif Zouein
Daniel Rojas
Jaimie Geier
Oneil Olonade
Sergio Gutiérrez
Pinhook Bourbon
Bryce Goodwin
Charles Fulford
Chris Gabriel
Kate Wingard