Pursuit Spirits is making significant moves in the American whiskey market with a strategic expansion of its acclaimed Pursuit United portfolio. The brand announced two new proof points – an accessible 88 proof and a robust barrel proof – for both its award-winning Pursuit United Bourbon and Pursuit United Rye whiskeys.

The expansion coincides with Pursuit’s upcoming Whiskey Row location opening at 722 W Main St. in Louisville, Kentucky. The new offerings complement the brand’s signature 108 proof expressions, now marked with a circled 108 on the label.

New 88 Proof Expressions

The standard 88 proof bourbon presents an approachable profile with sweet fried dough, kettle corn, and mulling spices on the nose. The palate delivers almond croissant and baked apricots, finishing with cinnamon sugar, cola fizz, and black pepper. The 88 proof rye offers vanilla lemon cake and citrus herbal tea aromas, with brown sugar and fresh pastries on the palate. Both carry a $39.99 suggested retail price.

“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.”

Barrel Proof Releases

For cask strength enthusiasts, Pursuit introduces barrel proof versions. The bourbon at 119.8 proof features fresh pastries, caramelised pears, and cured tobacco aromas. The palate brings candied pecans, chocolate-covered strawberries, and raspberries with cocoa powder. The rye at 121.2 proof showcases toasted marshmallow, demerara sugar, and citrus marmalade. Both barrel proof expressions retail at $79.99.

Pursuit Spirits’ Complete Packaging Redesign

Pursuit Spirits has unveiled a comprehensive packaging refresh across the entire United portfolio. All products now come in custom 700ml bottles with “Pursuit” silk-screened in white. The updates include enhanced label clarity, with bourbon and rye labels prominently featuring “Triple Mash Bourbon” and “Triple Mash Rye” to highlight the distinctive blending process.

“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 new expressions and redesigned packaging are available at the Pursuit Spirits distillery, with retail distribution beginning in select markets from May 2025.

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