Redemption enters its ‘most fearless chapter yet’

American whiskey producer Redemption has unveiled its ‘next act’: a new bottle designed to house its reformulated Bourbon.

Described as its 'most confident and fearless chapter yet’, the Connecticut-based brand has unveiled a new packaging design and an ‘elevated’ Bourbon, bottled at a higher ABV of 46%. The transformation is said to mark a defining moment for the brand – one rooted in craftsmanship, momentum, and a bold new visual identity that signals where Redemption is headed next. The ‘relaunch’ is anchored by Redemption’s new bottle design, which features an eagle in mid-flight, formed from rye with its wings spread wide, representing courage and ambition and embodying Redemption’s refreshed brand philosophy: ‘Choose Redemption. Rise Above.’ Described as a symbol of resilience and forward momentum, the new bottle seeks to capture the spirit of Redemption’s ‘next act’, which it says is fearless, confident, and rooted in the attitude and soul that defines its rye-built whiskeys. The redesign was prompted by a trademark dispute initiated by Diageo in 2017 over the redesign of Redemption whiskey, which claimed the bottle had been ‘revised to closely mimic’ its Bourbon and rye whiskey brand, Bulleit. Diageo was granted an injunction to stop the sale of Redemption whiskey after it was found to dilute the Bulleit trademark in 2022. Redemption has since taken the opportunity to reimagine its brand identity, beginning with its packaging. The aim was to transform that challenge into a catalyst for reinvention, and Redemption says the new bottle stands as a visible symbol of that transformation. “Setbacks aren’t the end of the story. They’re often the beginning of something stronger,” said Mike Dee, president of Redemption owner 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 has also begun to refresh its portfolio, which includes its signature rye, high rye Bourbon, and straight Bourbon expressions, the latter of which is now bottled at 46% ABV to deliver ‘a bolder, more balanced profile’. Alan Kennedy, Redemption master blender, said: “Bottling our Bourbon at higher proof allows the whiskey to express itself more fully. 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 ageing, 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 across the US. The whiskeys are available in 750ml bottles with a suggested retail price starting at US$29.99.