Redemption Whiskey has unveiled a brand refresh featuring a new bottle design and an upgraded Straight Bourbon expression now bottled at 92 proof.
The redesigned bottle features an embossed eagle motif formed from rye, a refined label, and a wood stopper. The brand said the refresh was prompted in part by a trademark dispute initiated by a competitor several years ago, which became a catalyst for broader reinvention.
“Setbacks aren’t the end of the story. They’re often the beginning of something stronger,” said Mike Dee, president of Deutsch Family Wine & Spirits. “The team embraced the moment as an opportunity to elevate both the package and the bourbon, which we believe will propel distribution and volume to new heights.”
What Will Whisky Look Like in 2027? Voices from Whisky Live Paris
READ THE STORYDee added that early trade reaction has been encouraging. “The overwhelmingly positive reaction from our distributor partners thus far validates Redemption’s new stature and brand proposition in both on and off-premise environments,” he said.
The refreshed portfolio includes Redemption’s signature Rye, High Rye Bourbon, and Straight Bourbon expressions. The bourbon’s proof increase from its previous level to 92 is the most notable liquid change.
“Bottling our bourbon at higher proof allows the whiskey to express itself more fully,” said Alan Kennedy, master blender of Redemption. “It enhances the vanilla, fruity, and floral notes while bringing greater structure and balance to the spice and smokiness that define our style.”
Trending Content
Kennedy described the reformulation as deliberate. “Every decision we make, from grain selection to barrel aging, is made with intention. This evolution is about refining what we do best and showcasing our whiskeys at their fullest potential,” he said.
Kennedy’s blending work has driven recent critical recognition for the brand. Redemption’s 18-Year-Old Bourbon earned Rolling Stone’s Best Overall Whiskey at the 2025 Rolling Stone Spirit Awards and recognition at the 2025 Esquire Spirit Awards. The expression also received Double Gold honors at major international competitions.
More recently, Redemption’s Cognac Cask Finish Bourbon won Best Non-Kentucky Finished Bourbon at the 2026 World Whiskies Awards.
The refreshed lineup is now available nationally in 750ml bottles with a suggested retail price starting at $29.99.
