Calling All Dog Lovers: TINCUP Whiskey Unveils New TINPUP Initiative

Outdoor lovers’ favorite whiskey brand partners with National Disaster Search Dog Foundation with $75,000 donation, launches active dog merch and dog-friendly hiking guides in and near major cities nationwide

Specially “dog-tagged” TINCUP bottles highlight the organization’s heroic canines deployed to CA wildfires and hurricane-impacted areas

JERSEY CITY, N.J. – TINCUP® Whiskey, long beloved by adventurers and whiskey lovers alike, is embracing its legions of dog-loving fans and their furry friends with a new outdoors-centric initiative, Project TINPUP.

The program originated after a deep dive into TINCUP’s audience uncovered something exciting: outdoor enthusiasts who love dogs are nearly twice as likely to enjoy bourbon compared to the average consumer. That same audience also over-index on another passion point – supporting nonprofits - which is why the program is rooted in a partnership with the National Disaster Search Dog Foundation (SDF), an organization that works with local shelters to identify and train dogs to aid in vital search and rescue efforts at major disaster sites.  Starting this month, select bottles of TINCUP bourbon will feature images of SDF dogs that aided in the aftermath of major disasters - from a Belgian Malinois named Dodger who assisted at Hurricane Milton, to a black Labrador named Ridge, who visited the recent Los Angeles wildfires. TINCUP is supporting SDF’s vital rescue and training efforts with a $75,000 donation and by encouraging fans to donate alongside.

“TINCUP has always been a brand rooted in the outdoors – but what we’ve realized over the years is those outdoor lovers are often getting outside with a partner: their dogs,” said Lander Otegui, EVP of Marketing and Innovation at Proximo Spirits. “That’s why launching Project TINPUP is a natural next step for TINCUP. 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.”

TINCUP’s website now features an all-new section dedicated to TINPUP, where dog owners can find a myriad of resources including:

·       Must-have dog merchandise: TINCUP today is rolling out an all-new line of TINPUP branded travel dog bowls, leashes, chew toys and more, available on the brand’s website.

• Urban trail guide: Staying true to its outdoors roots, TINCUP has developed a guide of 36 dog-friendly hiking trails that city dwellers across the country can access at any time. And with its ongoing partnership Leave No Trace, fans will also have access to resources on how to keep trails clean with their four-legged friend.

·       Donation and foster options: For those interested in donating to SDF or fostering a dog in training, TINCUP now has direct links to both on their website, along with additional information on how fans can support the organization’s mission.

“Our partnership with TINCUP goes well beyond a generous donation,” said Rhett Mauck, CEO of the National Disaster Search Dog Foundation. “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.”

About TINCUP^®    TINCUP is a classic family of American whiskeys founded by Jess Graber, a Coloradan whose distilling adventures started nearly 40 years ago. TINCUP takes its name and inspiration from Tin Cup, an old Colorado mining town on the state's rugged western slope named for the tin cups that resident workers drank their whiskey from. TINCUP celebrates these mining pioneers and the rugged spirit of the American West.

©2025 TINCUP Whiskey, tincupwhiskey.com. Please drink TINCUP^® responsibly.

About the National Disaster Search Dog foundation

The National Disaster Search Dog Foundation (“SDF”) is a nonprofit, non-governmental organization based in Santa Paula, California. Founded in 1996, SDF’s mission is to strengthen disaster response in America by rescuing, recruiting, and training dogs and partnering them with firefighters and other first responders. Over the past 29 years, SDF has recruited hundreds of rescue dogs and trained over 240 certified search teams that have deployed to 286 disasters and missing person searches nationally and worldwide. SDF supports its teams through ongoing training and medical coverage for the entire life of each dog, all at no cost to their task forces or departments.