Chicken Cock Distillers, a Charleston, S.C.-based division of wine and spirits brand developer Island Club Brands, unveiled its Chicken Cock Whiskey brand as the sponsor of professional bull rider (PBR) Reese Cates at the 2014 PBR Built Ford Tough Series (BFTS) season opener, which took place Jan. 3-5 at Madison Square Garden in New York. The event marked Cates’ return to the BFTS competition after injury cut his season short in 2013.

“We’re very excited to have Reese Cates riding for Chicken Cock Whiskey,” said Matti Anttila, chief executive officer of Chicken Cock Distillers, in a statement. “Reese is one of the most dynamic young riders in the sport. The toughness and dedication he has shown in getting back on the rankest bulls in the world is something that we are proud to be a part of.”
 
Millions of TV viewers watching PBR action on CBS Sports and CBS Sports Network in 2014 will be introduced to the Chicken Cock Whiskey brand every time Cates enters the chutes, the company says. The brand also will work with Cates to bring exciting experiences to fans as the PBR travels across the country, including behind-the-scenes, VIP access for select customers and consumers, as well as meet-and-greets with Cates before, during and after PBR events.  
 
“I've never dealt with a company as courteous and dedicated to providing excellence to the individual as Chicken Cock Whiskey,” Cates said in a statement. “I'm extremely thankful and blessed to be representing the brand. There’s nothing like its cinnamon whiskey on the rocks. It's the perfect drink to enjoy after a long night of bull riding.”
 
Originally distilled in 1856 and reintroduced in 2013 with a line of flavored American whiskies, Chicken Cock Whiskey demonstrated first-year sales of approximately 12,000 9-liter cases, it says. The quick-chill aluminum bottle is reminiscent of the tin cans once used to smuggle the whiskey into Prohibition-era speakeasies like the Cotton Club where it became famous as the “whiskey in a tin can,” it adds. Priced at $19.99 for a 750-ml bottle, Chicken Cock Whiskey is available in Cinnamon, Southern Spiced and Root Beer flavors.