Premium American Whiskey Portfolio Launches New Bottle and Label Design.
With the acquisition of Redemption Whiskey one year ago, Deutsch Family Wine & Spirits entered the most dynamic segment of the spirits business: Premium American whiskey. To further the brand’s mission to reclaim rye and cement Redemption Whiskey’s status as a leading rye brand distinctive for its high rye content, high proof, quality aging and blending techniques, Deutsch Family Wine & Spirits announces a new bottle and label design, debuting November, 2016.
The brand refresh is the first major evolution for Redemption Whiskey which was founded in 2010 when a cache of rye whiskey barrels, believed to be the perfect expression of the spirit were discovered just as the rye category was beginning to re-emerge. The whiskey, made with a combination of high-rye content and high proof, is sourced in Indiana at the Old Seagram’s Distillery (now owned by MGP Ingredients).
While the law states that a whiskey must be 51% rye to be classified as a rye, Redemption Rye’s mash bill contains 95% rye, aged in charred new oak barrels. The brand’s award-winning portfolio also includes two bourbons: Redemption High Rye Bourbon and Redemption Bourbon, and a collection of Limited Edition Aged Barrel Proof selections released in small quantities each year.
Redemption’s new look and feel begins with a custom bottle reshape for the entire range, which has been molded with a concave back, offering a firmer grip for bartenders to handle the bottle. Upgraded features include a bold typeface, leather-like label and a cork. A rye frond is embossed onto the front of every bottle, along with a story about the pre-prohibition whiskey revival in America printed on each label:
“Rye Whiskey was once the preferred spirit in the United States. Prohibition changed that and Rye was nearly forgotten. Redemption is bringing back Rye, restoring it to its rightful place.”
“Last year we completed a most important strategic acquisition; the addition of Redemption Whiskey to the Deutsch Family Wine & Spirits portfolio. Since then, we’ve spent a lot of time listening to consumers and bartenders, and armed with their input we designed new packaging that takes cues from a bygone era when rye was king in America. The brand’s new look better reflects Redemption Whiskey’s personality and showcases rye’s uniquely American personality. We intend to bring rye back to its pre-prohibition glory.”
– Tom Steffanci, President of Deutsch Family Wine & Spirits
Every Redemption bottle continues to be numbered to reflect the batch, an indication of the attention to detail put into making the final product. Redemption is available nationwide and new packaging will begin to hit shelves this month:
Redemption Rye Whiskey: 92 Proof; $29.99 SRP
A true expression of the grain, that starts with a high rye mash bill of 95% – using the highest quality European rye grain available worldwide and 5% malted barley, aged in new charred American oak barrels to an average of 2.5 years. Flavored with light floral and citrus notes. Slight mint, anise and dry baking spices (cinnamon, allspice and clove) on the finish. A blend of young and older whiskies that pushes the flavor forward and magnifies the unique profile of the grain. Proofed to 92%, Redemption Rye maintains all of its spicy complexity, while still managing to taste exceptionally smooth. Ideal for sipping or mixing in classic cocktails such as a Manhattan, Sazerac or Boulevardier.
Mash bill: 95% rye, 5% barley
Redemption High Rye Bourbon: 92 Proof; $29.99 SRP
Classic bourbon flavor with strong notes of rye and dry baking spices, vanilla and caramel flavors. A recipe that approaches the maximum amount of rye in a bourbon mash bill, creating a rye-forward bourbon that is 92% proof. Dynamic balance of sweet and dry; enjoy neat or in classic cocktails such as an Old Fashioned.
Mash bill: 60% corn, 36% rye, 4% barley
Redemption Bourbon: 84 Proof; $29.99 SRP
A high amount of corn gives this American bourbon a classic sweet taste while the wood imparts notes of vanilla, butterscotch, toffee and caramel. The rye adds light spice flavors paired with a hint of citrus in the form of orange peel. Bottled at 84 proof for a lighter and smoother experience; enjoy on the rocks or in mixed drinks.
Mash bill: 75% corn, 21% rye, 4% barley