Pursuit Spirits Unveils New Low Proof and Barrel Proof Expressions

Press Release

Pursuit Spirits Unveils New Low Proof and Barrel Proof Expressions Alongside Packaging Redesign

LOUISVILLE, KY (May 7, 2025) – Pursuit Spirits, the whiskey brand founded by the creative forces behind the renowned Bourbon Pursuit podcast, today announced a significant and strategic expansion of its acclaimed Pursuit United portfolio. The brand is introducing two distinct new proof points – an accessible 88 proof and a robust Barrel Proof – for its award-winning Pursuit United Bourbon and Pursuit United Rye whiskeys. This launch is complemented by a comprehensive packaging refresh featuring a distinctive custom bottle and updated labels across the entire Pursuit United line, designed to enhance shelf presence and clarify product identity.

New Low Proof and Barrel Proof Expressions

With the impending opening of their new Whiskey Row location at 722 W Main St. in Louisville, KY, Pursuit United has a new standard proof point of 88 that is designed for versatility and enjoyment for any whiskey enthusiast:

Pursuit United Bourbon: This expression offers an inviting aromatic profile of sweet fried dough, kettle corn, and warm mulling spices. The palate unfolds with delightful notes of almond croissant, and baked apricots leading to a satisfying finish characterized by warm cinnamon sugar, a hint of cola fizz, and subtle black pepper spice. SRP: $39.99

Pursuit United Rye: Presenting a bright and engaging nose of vanilla lemon cake, citrus herbal tea, and cardamom. On the palate, it delivers harmonious flavors of brown sugar and fresh pastries accented by lemon frosting, concluding with a gentle warmth from ginger candy, baking spices, and soothing chamomile tea. SRP: $39.99

The notable Pursuit United proof point of 108 is maintained and denoted with a circled 108 on the label to signify its elevated expression. For connoisseurs seeking the intensity and complexity of cask strength whiskey, Pursuit Spirits proudly introduces the Pursuit United Barrel Proof range:

Pursuit United Barrel Proof Bourbon (119.8 Proof): This barrel strength offering features compelling aromas of fresh pastries, rich caramelized pears, and cured tobacco. The palate provides a decadent experience with candied pecans, chocolate-covered strawberries, and vibrant raspberries with cocoa powder, culminating in a long, warm finish of amaretto, toasted oak, and allspice. SRP: $79.99

Pursuit United Barrel Proof Rye (121.2 Proof): Exhibiting a rich nose of toasted marshmallow, demerara sugar, and vibrant citrus marmalade. The palate reveals luscious notes of marshmallow fluff, crème brûlée crust, and blueberry lemon pie. The finish is remarkably bright and warm, highlighting lemon zest, cardamom, and sweet nutmeg. SRP: $79.99 (Read my review!)

“It took over a year of research and development to create the right blends that met our standards,” said Ryan Cecil, Master Blender and CEO of Pursuit Spirits. “Introducing these new proof points is a significant step from our marquee 108 as we aim to make a Pursuit United product that will reach a drinker in any stage of their journey.”

Refreshed Design Reflects Brand Evolution

Coinciding with the launch of the new expressions, Pursuit Spirits is rolling out a complete packaging redesign across its entire Pursuit United portfolio. All Pursuit United products will now be presented in a custom 700ml bottle, featuring the “Pursuit” name elegantly silk-screened in white for immediate brand recognition and a premium feel.

The updated labels have been designed for enhanced clarity to better communicate the unique characteristics of each whiskey. Pursuit United Bourbon and Rye labels will now prominently feature “Triple Mash Bourbon” and “Triple Mash Rye,” highlighting the distinctive blending process involving three different mash bills that define these core products. In alignment with the brand’s commitment to transparency, the specific mash bill details are accessible on the side label. The packaging refresh also extends to the Pursuit United finished expressions, including Double Oaked Bourbon, Double Oaked Rye, and Twice Toasted Bourbon, with labels clearly indicating their unique processes.

“This comprehensive packaging redesign is more than just a visual update; it’s about elevating our products, so we are positioned to compete on the shelf with brands 100 times our size,” said Kenny Coleman, Co-Founder and COO. “The custom bottle and new label provide a modern and contemporary design that will ensure Pursuit is instantly recognizable.”

The new Pursuit United expressions and redesigned packaging are now available to purchase at the Pursuit Spirits distillery and will begin appearing at retailers in select markets starting in May 2025. https://pursuitspirits.com

If you would like to learn more about some of the whiskeys from this brand, check out my Pursuit United Rye Review, Pursuit United Double Oaked Bourbon Review and Pursuit United Bourbon Review reviews!

Would you like to learn more about distilleries and bourbon? Are you planning a trip to Kentucky Distilleries? Maybe you would like to live the bourbon life vicariously through us? If any of these are true, then check out BourbonObsessed.com today!