The North American south is saturated in folklore. Gothic americana, voodoo swamp magic and haunted gospels juxtapose the whiskey driven, jazz and folk scored, masquerades of southern tradition.
The goal was to fabricate a brand of whiskey that would encapsulate all of these aesthetics, titled Sinning Hand. The brand would operate entirely out of Nashville, Tennessee and debut with a limited run of unaged rye whiskey known as The Pale Horse.
