Smoked Gin Emerges as Craft Spirits' Next Category: State Line Distillery Launches Lapsang Tea Expression

Madison, WI., Jan. 20, 2025 — Gin is experiencing a renaissance in American craft cocktail culture, and Madison's State Line Distillery is leading the conversation about why the botanical spirit deserves a second look. The distillery's new Ginuary 'Give Gin a Chance' campaign launched at the beginning of the month as part of a growing trend among craft distillers to educate consumers on gin's versatility beyond the traditional gin and tonic.

The shift reflects broader changes in how Americans approach spirits. Where gin once carried outdated associations, today's craft distillers are demonstrating the spirit's adaptability across flavor profiles, from floral and citrus-forward to smoky and complex. State Line's month-long educational initiative introduces weekly specialty cocktails through its Rare Riffs series, each designed to showcase a different dimension of gin's botanical range.

"Gin has been misunderstood for too long in American drinking culture," said a State Line Distillery representative. "We're seeing customers who thought they disliked gin completely change their perspective once they experience it in unexpected applications. The spirit's botanical complexity actually makes it one of the most versatile bases for craft cocktails."

The campaign incorporates an engagement model that rewards repeat exploration. Participants receive a punch card for buy-one-get-one cocktails with their first gin drink. Each weekly return to sample a new creation earns another punch. Customers who complete all four weeks receive a Give Gin a Chance shirt and activate their BOGO card for ongoing use, creating sustained engagement throughout January.

The initiative builds toward State Line's Feb. 1 release of Smoked Gin, a Lapsang smoked tea gin that predates the distillery's single malt whiskey in development. The release represents a growing category within craft gin, where smoke and savory notes challenge traditional botanical profiles. For customers who appreciate State Line's whiskey program, the smoked gin offers familiar complexity through a different spirit category.

This educational approach aligns with broader trends in craft spirits, where experience and tasting education drive customer loyalty more effectively than traditional advertising. State Line's cocktail lounge environment allows bartenders to guide customers through real-time flavor discovery, transforming perceptions with each weekly cocktail debut.

Industry observers note that gin education campaigns like State Line's reflect a maturation in American craft spirits culture, where consumers increasingly seek complexity and are willing to revisit spirits they previously dismissed.

About State Line Distillery

State Line Distillery is a grain-to-glass craft distillery helping spirits enthusiasts discover authentic, world-class flavors rooted in Wisconsin. Founded by Heriot-Watt–trained distiller John Mleziva in Madison, WI, the distillery produces a portfolio that includes vodka, gin, rum, aquavit, whiskey, aperitivo, and its internationally acclaimed Coffee Liqueur, named Best in the World multiple years in a row. By sourcing organic grains from the Driftless Region and working with local partners like Kin-Kin Coffee, State Line delivers spirits that embody both community and craftsmanship. Whether enjoyed at home or in cocktail bars across the country, State Line helps people connect through real ingredients, real stories, and real spirits.