Redemption Whiskey unveils its new packaging design and a new bourbon.
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. The refreshed packaging features an eagle in mid-flight, formed from rye with its wings spread wide. The eagle represents courage and ambition and embodies the brand’s refreshed philosophy, “Choose Redemption. Rise Above.”
“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, 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, Redemption’s has also refreshed its portfolio with its Straight Bourbon expression now bottled at 92 proof.
“Bottling our bourbon at higher proof allows the whiskey to express itself more fully,” said 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.”
Redemption’s refreshed portfolio has already begun to roll out nationally at $29.99.
