Redemption Whiskey unveiled a new packaging design and a new bourbon now bottled at 92 proof, marking a defining moment for the brand. 

At the heart of the relaunch is Redemption’s new bottle design. The refreshed packaging features an eagle in mid-flight, formed from rye with its wings spread wide. More than a design evolution, the eagle represents courage and ambition — leaving the safety of the ground for the unknown horizon. It embodies Redemption’s refreshed brand philosophy: Choose Redemption. Rise Above. 

Prompted by a trademark dispute initiated by a competitor a few years ago, Redemption took the opportunity to reimagine its brand identity, beginning with its packaging. Rather than looking backward, the brand chose to move forward, transforming a challenge into a catalyst for reinvention. The new bottle stands as a visible symbol of that transformation. 

“Setbacks aren’t the end of the story. They’re often the beginning of something stronger,” Mike Dee, President of Deutsch Family Wine & Spirits, said in a news release. “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.”

While the new packaging makes an immediate visual statement, the evolution extends beyond aesthetics. Redemption’s refreshed portfolio includes its signature Rye, High Rye Bourbon, and Straight Bourbon expressions, with the bourbon now bottled at 92 proof. 

“Bottling our bourbon at higher proof allows the whiskey to express itself more fully,” Alan Kennedy, Master Blender of Redemption, said. “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.” 

Kennedy’s leadership continues to anchor Redemption’s credibility within the whiskey community. A craftsperson of the senses — trained in pastry kitchens, certified as a sommelier, and mentored by industry legends — Kennedy has become a respected voice among whiskey insiders and enthusiasts. 

Redemption’s refreshed portfolio has already begun to roll out nationally. The whiskeys are available in 750ml bottles with a suggested retail price starting at $29.99, bringing the brand’s elevated craft and bold new identity to whiskey drinkers across the country. 

Read more: Redemption Whiskey Releases 18-Year-Old Bourbon

About Redemption Whiskey 

Redemption is leading the rye revival, with a full range of bold and spicy super-premium award-winning whiskeys. Nearly lost for a century, modern drinkers are rediscovering rye’s spicy, rebellious nature, complex enough to be enjoyed neat, with a strong enough backbone to stand up in cocktails. For more information, visit www.redemptionwhiskey.com.