Buffalo Trace and Chris Stapleton Launch Full Proof Traveller Whiskey

(Photo: Buffalo Trace)

Buffalo Trace Distillery and Grammy-winning musician Chris Stapleton on Wednesday announced the release of Traveller Whiskey Full Proof, a 121-proof extension of the original Blend No. 40.

The new expression marks the first line extension for Traveller since the brand launched in January 2024. It is bottled at 121 proof and carries a suggested retail price of $39.99 per 750-milliliter bottle. The whiskey is available nationwide through Sazerac’s distributor network.

Stapleton and Buffalo Trace Master Distiller Harlen Wheatley developed the higher-proof version after experimenting with adjustments to the original 90-proof blend.

“Prior to collaborating with Harlen Wheatley and Buffalo Trace Distillery on Traveller Whiskey, I generally leaned toward higher-proof and barrel-strength bottles,” Stapleton said in a news release. “Needless to say, when we decided to experiment with a higher-proof expression, I was excited to see where that could land. One night after a show, we had two potential Full Proof contenders backstage with the band and some friends. Everyone agreed 121 was the clear winner. It’s the same easy-to-drink DNA, just turned up a few notches. I think Traveller Whiskey Full Proof is one of those moments where more of a good thing is definitely a good thing.”

Wheatley said proof adjustments brought out different characteristics in the blend.

“Across our products, we like to experiment with proof as a way to bring out different flavor characteristics already present in the whiskey,” Wheatley said. “When we started experimenting with proof in Traveller’s blended recipe, flavors and finishes came to the forefront that aren’t as apparent in the 90 proof blend. It’s remarkable how different the blended recipe responds to proof variation compared to our straight bourbons. We think where we’ve landed is a completely unique offering that every whiskey drinker should try.”

Traveller Whiskey is a blended American whiskey produced at Buffalo Trace Distillery in Frankfort, Kentucky. The original Blend No. 40 is bottled at 90 proof. The new Full Proof version increases alcohol content to 60.5% ABV.

According to the distillery, Traveller Full Proof features notes of caramelized sugar, baking spice and toasted oak, along with vanilla, toffee and dark fruit. Higher proof often intensifies oak, spice and sweetness while adding weight to the mouthfeel.

The brand has expanded its visibility through partnerships in sports and entertainment. In 2025, Traveller became the first “Official Whiskey of Major League Baseball.” The brand has also appeared in NASCAR through JR Motorsports, including at the Daytona 500.

Traveller Full Proof first appeared in a late January social media video featuring NASCAR Hall of Famer Dale Earnhardt Jr., driver Justin Allgaier and Stapleton. The February retail rollout marks its wider release.

The whiskey is positioned as a higher-proof option for drinkers who prefer more intensity than the 90-proof blend offers, while keeping the same base profile.