Redemption Whiskey has recently announced a comprehensive refresh of its brand, introducing not only a new bottle design but also a reformulated bourbon. This revamped portfolio, rolling out nationwide, brings a notable increase in proof – now 92 compared to the previous 88 – for its core offerings, including Redemption Straight Bourbon Whiskey, Redemption High Rye Bourbon Whiskey, and Redemption Straight Rye Whiskey. The suggested retail price for each 750-milliliter bottle is set at $29.99.

The redesign follows a legal battle with Diageo over the shape of Redemption’s previous bottle, a case that concluded in February 2024 when the court ruled that the design diluted the trademark of Bulleit Frontier Whiskey. The new packaging features an eagle motif and updated label elements, marking a significant shift from the design that was contested in court.

In addition to the updated branding, the higher proof aims to enhance the bourbon’s flavor profile. Alan Kennedy, Master Blender at Redemption Whiskey, expressed that the increased proof allows for a fuller expression of the whiskey’s character, highlighting its vanilla, fruity, and floral notes while maintaining the balance of spice and smokiness that defines its style.

This relaunch coincides with efforts by parent company Deutsch Family Wine & Spirits to strengthen Redemption’s market position following its legal challenges. The brand has gained accolades recently, including recognition for its 18-year-old bourbon, which was named the third best whiskey of 2025. The redesigned bottles are already being shipped to retailers across the country, gradually replacing the previous inventory.