Redemption Whiskey Reveals Portfolio Redesign
Redemption Whiskey has unveiled a new packaging design, with its core bourbon release now bottled at 92 proof.
The refreshed packaging shows an eagle in mid-flight, formed from rye with its wings spread. This is meant to embody 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,” according to the company. “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,” says Mike Dee, President of Deutsch Family Wine & Spirits, which owns the whiskey brand. “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.”
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,” says 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. 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.”
The new packaging’s presence includes an embossed eagle motif, refined label and wood stopper.
Redemption’s refreshed portfolio has already begun to roll out nationally. The whiskeys are available in 750-ml. bottles with a suggested retail price starting at $29.99.
This follows the recent release of Redemption 18-Year-Old Bourbon.
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