Pursuit Spirits Expands Pursuit United Line with New Proofs and Packaging
New Expressions for Every Whiskey Lover
LOUISVILLE, KY (May 7, 2025) — Pursuit Spirits, the whiskey brand behind the popular Bourbon Pursuit podcast, has announced an exciting expansion of its Pursuit United portfolio. The brand introduces two new proof points—an approachable 88 proof and a bold Barrel Proof—for its award-winning Pursuit United Bourbon and Pursuit United Rye. Alongside this launch, Pursuit Spirits unveils a full packaging redesign to enhance shelf appeal and clarity.
Pursuit United 88 Proof: Versatile and Flavorful
With the upcoming opening of their Whiskey Row location at 722 W Main St. in Louisville, KY, Pursuit United introduces a new 88 proof standard:
- Pursuit United Bourbon: Features aromas of sweet fried dough, kettle corn, and mulling spices, with a palate of almond croissant and baked apricots, finishing with cinnamon sugar, cola fizz, and black pepper. SRP: $39.99.
- Pursuit United Rye: Offers a nose of vanilla lemon cake, citrus herbal tea, and cardamom, with flavors of brown sugar, fresh pastries, and lemon frosting, ending with ginger candy and chamomile tea. SRP: $39.99.
Pursuit United Barrel Proof: For the Connoisseur
The iconic 108 proof remains, marked by a circled 108 on the label, while new Barrel Proof offerings cater to cask strength enthusiasts:
- Pursuit United Barrel Proof Bourbon (119.8 Proof): Aromas of fresh pastries, caramelized pears, and cured tobacco, with a palate of candied pecans, chocolate-covered strawberries, and raspberries with cocoa, finishing with amaretto, toasted oak, and allspice. SRP: $79.99.
- Pursuit United Barrel Proof Rye (121.2 Proof): Features a nose of toasted marshmallow, demerara sugar, and citrus marmalade, with a palate of marshmallow fluff, crème brûlée, and blueberry lemon pie, ending with lemon zest, cardamom, and nutmeg. SRP: $79.99.
“It took over a year of research and development to create the right blends that met our standards,” said Ryan Cecil, Master Blender and CEO of Pursuit Spirits. “Introducing these new proof points is a significant step from our marquee 108 as we aim to make a Pursuit United product that will reach a drinker in any stage of their journey.”
A Modern Packaging Redesign
Pursuit Spirits is also rolling out a packaging redesign across the entire Pursuit United line. The new 700ml custom bottle features the “Pursuit” name silk-screened in white for instant recognition. Updated labels now highlight Triple Mash Bourbon and Triple Mash Rye, emphasizing the unique blending of three mash bills, with details on the side label for transparency. This refresh also applies to finished expressions like Double Oaked Bourbon, Double Oaked Rye, and Twice Toasted Bourbon.
“This comprehensive packaging redesign is more than just a visual update; it’s about elevating our products, so we are positioned to compete on the shelf with brands 100 times our size,” said Kenny Coleman, Co-Founder and COO. “The custom bottle and new label provide a modern and contemporary design that will ensure Pursuit is instantly recognizable.”
Availability and Locations
The new Pursuit United expressions and redesigned packaging are available now at the Pursuit Spirits distillery at 1700 Mellwood Ave., Louisville, KY 40206, and will hit select retailers starting May 2025. Visit the upcoming Whiskey Row location at 722 W Main St., Suite 100, Louisville, KY 40202 for an immersive experience.
About Pursuit Spirits
Based in Louisville, Kentucky, Pursuit Spirits was founded by the creators of the top-rated Bourbon Pursuit podcast. They focus on blending exceptional American whiskeys, selecting award-winning bourbon and rye barrels from distilleries nationwide. Their Pursuit United line showcases this craft, while the Mellwood Legacy Collection honors their distillery’s history. At their Whiskey Row venue, guests can enjoy barrel selections, bottle their own whiskey, join the P.club, and visit the Trial + Error cocktail lounge.
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