Pursuit Spirits announced a significant and strategic expansion of its Pursuit United whiskey portfolio. The brand is introducing two distinct new proof points – an accessible 88 proof and a robust Barrel Proof – for its award-winning Pursuit United Bourbon and Pursuit United Rye whiskeys. 

This launch is complemented by a comprehensive packaging refresh featuring a distinctive custom bottle and updated labels across the entire Pursuit United line, designed to enhance shelf presence and clarify product identity. 

With the forthcoming opening of their new Whiskey Row location at 722 W Main St. in Louisville, KY, Pursuit United has a new standard proof point of 88 that is designed for versatility and enjoyment for any whiskey enthusiast: 

• Pursuit United Bourbon: Available at a suggested retail price (SRP) of $39.99. 
• Pursuit United Rye: Available at an SRP of $39.99. 

The notable Pursuit United proof point of 108 is maintained and denoted with a circled 108 on the label to signify its elevated expression. For connoisseurs seeking the intensity and complexity of cask strength whiskey, Pursuit Spirits proudly introduces the Pursuit United Barrel Proof range:

• Pursuit United Barrel Proof Bourbon (119.8 Proof): Available at an SRP of $79.99. 
• Pursuit United Barrel Proof Rye (121.2 Proof): Available at an SRP of $79.99. 

 “It took over a year of research and development to create the right blends that met our standards,” Ryan Cecil, Master Blender and CEO of Pursuit Spirits, said in a news release. “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.” 

BRAND EVOLUTION 

Coinciding with the launch of the new expressions, Pursuit Spirits is rolling out a complete packaging redesign across its entire Pursuit United portfolio. All Pursuit United products will now be presented in a custom 700ml bottle, featuring the “Pursuit” name silk-screened in white for immediate brand recognition and a premium feel. 

The updated labels have been designed for enhanced clarity to better communicate the unique characteristics of each whiskey. Pursuit United Bourbon and Rye labels will now prominently feature “Triple Mash Bourbon” and “Triple Mash Rye,” highlighting the distinctive blending process involving three different mash bills that define these core products. In alignment with the brand’s commitment to transparency, the specific mash bill details are accessible on the side label. The packaging refresh also extends to the Pursuit United finished expressions, including Double Oaked Bourbon, Double Oaked Rye, and Twice Toasted Bourbon, with labels clearly indicating their unique processes. 

“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,” Kenny Coleman, Co-Founder and COO, said. “The custom bottle and new label provide a modern and contemporary design that will ensure Pursuit is instantly recognizable.” 

The new Pursuit United expressions and redesigned packaging are now available to purchase at the Pursuit Spirits distillery and will begin appearing at retailers in select markets starting in May 2025. 

Read more: Pursuit Spirits Announces Mellwood Legacy Collection

ABOUT PURSUIT SPIRITS

Pursuit Spirits is a Louisville, Kentucky-based whiskey brand founded by the founders of the bourbon podcast, Bourbon Pursuit. Their journey began with a deep curiosity and an unwavering dedication to the craft, leading them to seek out and blend exceptional American whiskeys. Rather than operating a traditional distillery, Pursuit Spirits has pioneered a modern, customized approach to blending, carefully selecting award-winning bourbon and rye barrels from multiple distilleries across the country. For more information, visit https://pursuitspirits.com/.