Redemption Whiskey 92 Proof Bourbon and New Packaging

Press Release – Redemption Whiskey 92 Proof Bourbon & Relaunch

Redemption Whiskey Unveils Bold New Packaging, Reformulated Bourbon, and Its Next Act

Building on major industry accolades and the leadership of Master Blender Alan Kennedy, the rye-built whiskey brand introduces its striking new bottle design and a new 92-proof bourbon.

STAMFORD, Conn., (April 7, 2026) – Redemption Whiskey is entering its most confident and fearless chapter yet, unveiling a striking new packaging design and an elevated bourbon now bottled at 92 proof. The transformation marks a defining moment for the brand, one rooted in craftsmanship, momentum, and a bold new visual identity that signals where Redemption is headed next.

New Bottle Design and Brand Identity

At the heart of the relaunch is Redemption’s new bottle design. Dramatic and symbolic, the refreshed packaging features an eagle in mid-flight, formed from rye with its wings spread wide. More than a design evolution, the eagle represents courage and ambition—leaving the safety of the ground for the unknown horizon. It embodies Redemption’s refreshed brand philosophy: Choose Redemption. Rise Above. A symbol of resilience and forward momentum, the new bottle captures the spirit of Redemption’s next act: fearless, confident, and rooted in the attitude and soul that defines its rye-built whiskeys.

Trademark Dispute and Brand Transformation

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. Rather than looking backward, the brand chose to move forward, transforming a challenge into a catalyst for reinvention. The new bottle stands as a visible symbol of that transformation.

Mike Dee on the Brand’s Next Chapter

“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.”

Redemption Whiskey 92 Proof Bourbon and Portfolio Updates

While the new packaging makes an immediate visual statement, the evolution extends beyond aesthetics. Redemption’s refreshed portfolio includes its signature Rye, High Rye Bourbon, and Straight Bourbon expressions, with the bourbon now bottled at 92 proof to deliver a bolder, more balanced profile.

Alan Kennedy on Redemption Whiskey 92 Proof Bourbon

“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.”

Industry Awards and Recognition

Kennedy’s leadership continues to anchor Redemption’s credibility within the whiskey community. A craftsperson of the senses—trained in pastry kitchens, certified as a sommelier, and mentored by industry legends—Kennedy has become a respected voice among whiskey insiders and enthusiasts. His meticulous approach to blending helped propel Redemption’s 18-Year-Old Bourbon to national acclaim last year, earning Rolling Stone’s “Best Overall Whiskey” at the 2025 Rolling Stone Spirit Awards and recognition at the 2025 Esquire Spirit Awards. The expression also garnered praise from leading luxury and whiskey publications and captured coveted Double Gold honors at major international competitions. Redemption’s Cognac Cask Finish Bourbon also earned Best Non-Kentucky Finished Bourbon at the 2026 World Whiskies Awards.

Packaging Details and Design Elements

This collective momentum provides a powerful backdrop for the next chapter. The new packaging’s commanding presence is complemented by thoughtful design details, from the embossed eagle motif to the refined label and wood stopper. Together with the elevated bourbon, it signals a brand that is both rooted in tradition and driven by innovation.

Brand Vision and Future Direction

Redemption’s relaunch builds on a clear brand promise: bold, flavorful rye-built whiskeys crafted with attitude and soul. The updated packaging and enhanced bourbon are not a departure from that foundation, but a confident amplification of it, underscoring the brand’s commitment to quality and its growing stature within the whiskey category.

Availability and Pricing

With industry accolades affirming the quality of its portfolio, and a renewed visual identity capturing its forward momentum, Redemption is poised to write its most compelling chapter yet.

Redemption’s refreshed portfolio has already begun to roll out nationally. The whiskeys are available in 750ml bottles with a suggested retail price starting at $29.99, bringing the brand’s elevated craft and bold new identity to whiskey drinkers across the country.

Learn More About Redemption Whiskey

To learn more about Redemption’s exciting new chapter, visit redemptionwhiskey.com. Redemption Whiskey is available for online purchase at ReserveBar.com.

Editor’s note: The trademark dispute referenced relates to a now-resolved case in which Diageo claimed Redemption’s 2016 bottle redesign (canteen-shaped, embossed glass, lower-placed label) was too similar to the distinctive look of Bulleit. While this appears to be a central point in the press release, most consumers are likely unfamiliar with the dispute. Additionally, Redemption has historically sourced its whiskey from MGP in Indiana, which is not mentioned here. While sourcing is common across the industry, transparency around it has become increasingly important to many whiskey enthusiasts, so I find this omission surprising.

Next, read my Redemption 18 Year Old Bourbon Review!

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