Redemption Whiskey Refreshes Portfolio, Featuring New Bottle Designs and a Stronger Bourbon
(Photo: Redemption Whiskey)
Redemption Whiskey on Tuesday unveiled a full refresh for the brand, centered around a redesigned bottle and a reformulated bourbon.
The refreshed portfolio is now rolling out nationwide, featuring a new bottle design and a bourbon bottled at 92 proof — a welcome bump up for the core bourbon, which previously sat at 88 proof. Suggested retail pricing for each core bottle — Redemption Straight Bourbon Whiskey, Redemption High Rye Bourbon Whiskey and Redemption Straight Rye Whiskey — is $29.99 per 750-milliliter bottle.
The redesign follows a legal fight with Diageo over the shape of Redemption’s previous bottle, which courts eventually ruled diluted the distinctiveness of Bulleit Frontier Whiskey packaging. The long-running lawsuit concluded in February 2024.
Redemption said the new packaging reflects a broader rebrand. The updated bottle features an eagle motif and revised label elements, replacing the prior design at the center of the trademark case.
The changes extend to the liquid. Redemption’s Straight Bourbon is now bottled at 92 proof, matching the standard proof for the rye and high-rye bourbon, which remain at 92.
“Bottling our bourbon at higher proof allows the whiskey to express itself more fully,” Redemption Whiskey Master Blender Alan Kennedy said in a news release. “It enhances the vanilla, fruity, and floral notes while bringing greater structure and balance to the spice and smokiness that define our style.”
The relaunch comes as parent company Deutsch Family Wine & Spirits works to reposition the brand after the legal spat that required Redemption to change its branding. In earlier court proceedings, judges questioned arguments that Bulleit lacked sufficient brand recognition, ultimately siding with Diageo’s claim to trademark protection.
Redemption said the updated packaging and higher-proof bourbon are part of a broader effort to strengthen its position in the American whiskey category. The brand has earned several recent awards, including recognition for its 18-year-old bourbon, which was named the third best whiskey of 2025 by The Daily Pour.
The company said the redesigned bottles are already shipping to retailers nationwide, replacing older inventory over time.
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