Redemption Whiskey has announced a brand relaunch featuring new packaging and a reformulated bourbon now bottled at 92 proof. The update represents a significant shift for the brand, combining a redesigned visual identity with changes to its core bourbon offering as it expands its national presence.
New Bottle Design Signals Brand Evolution
The relaunch introduces a redesigned bottle featuring an eagle in mid-flight formed from rye, symbolizing resilience and forward momentum. According to the company, the updated packaging reflects a broader brand philosophy centered on growth and transformation. The redesign follows a trademark dispute initiated by a competitor, which prompted the company to reimagine its identity and positioning.
“Setbacks aren’t the end of the story. They’re often the beginning of something stronger,” said Mike Dee. “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. 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.”
Bourbon Updated to 92 Proof
In addition to the packaging redesign, Redemption has updated its bourbon to 92 proof. The change is intended to enhance the whiskey’s flavor profile while maintaining the brand’s rye-forward identity across its portfolio, which includes Rye, High Rye Bourbon, and Straight Bourbon expressions.
“Bottling our bourbon at higher proof allows the whiskey to express itself more fully,” said Alan Kennedy. “It enhances the vanilla, fruity, and floral notes while bringing greater structure and balance to the spice and smokiness that define our style. 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.”
Awards and Industry Recognition Support Relaunch
The relaunch follows a series of industry accolades for the brand. Redemption’s 18-Year-Old Bourbon received “Best Overall Whiskey” at the 2025 Rolling Stone Spirit Awards and recognition at the 2025 Esquire Spirit Awards. Additionally, the Cognac Cask Finish Bourbon was named Best Non-Kentucky Finished Bourbon at the 2026 World Whiskies Awards.
National Rollout and Pricing
Redemption’s refreshed portfolio is now rolling out nationwide in 750 mL bottles, with a suggested retail price starting at $29.99. The updated packaging and higher-proof bourbon are positioned as part of the brand’s continued growth and evolving presence within the American whiskey category.
Listen to Bourbon Lens on your favorite podcast app or stream on Spotify. If you’d like to support Bourbon Lens, join our Patreon, sign up for our “Weekly Pour” Newsletter, and don’t forget to follow us on Facebook, Instagram, and X.
Recent Bourbon Lens Coverage
- Jim Beam Launches “Home Field Advantage” Campaign and Limited Edition Bottle with U.S. Soccer
- Redemption Whiskey Unveils New Packaging and Reformulated Bourbon
- 377: Chicken Cock Whiskey Celebrates 170 Years with Debut of Wheated Kentucky Straight Bourbon
- Jameson Irish Whiskey Partners with J Balvin in Global Music Collaboration
- Pig & Swig Returns to 4th Street Live: Louisville’s Ultimate Bourbon and Food Festival Set for April 11th
- Angel’s Envy Announces 2026 Cask Strength Dual Release: Featuring First-Ever Age-Stated Rye
