Redemption Whiskey debuts new bottle design, elevates bourbon proof
Redemption Whiskey has launched a brand-wide reinvention, unveiling a new bottle design and a reformulated flagship bourbon intended to signal a “fearless” new era for the rye-focused label.
The brand, owned by Deutsch Family Wine & Spirits, announced that its Straight Bourbon will now be bottled at 92 proof, an increase from its previous 84 proof. Master Blender Alan Kennedy said the higher proof was selected to better showcase the whiskey’s vanilla and floral notes while balancing the spice and smokiness characteristic of the brand.
The most visible change is the packaging, which replaces the previous bottle style following a multiyear trademark dispute with a competitor. The new design features an embossed eagle in flight, with wings formed from rye stalks.
“Setbacks aren’t the end of the story; they’re often the beginning of something stronger,” said Mike Dee, president of Deutsch Family Wine & Spirits. “The team embraced the moment as an opportunity to elevate both the package and the bourbon.”
The relaunch follows a period of significant critical success for the brand. Redemption’s 18-Year-Old Bourbon was named “Best Overall Whiskey” at the 2025 Rolling Stone Spirit Awards, and its Cognac Cask Finish Bourbon recently earned top honors at the 2026 World Whiskies Awards.
The updated portfolio includes the signature Rye, High Rye Bourbon, and the new 92-proof Straight Bourbon. All expressions are now rolling out to retailers nationwide.
Redemption Whiskey is available in 750ml bottles with a suggested retail price starting at $29.99.