Pursuit Spirits, the innovative whiskey brand born from the passion of the Bourbon Pursuit podcast founders, is shaking things up in the American whiskey scene. In May 2025, the Louisville-based company unveiled a major rebrand for its Pursuit United lineup, introducing new proof points, a sleek custom bottle, and updated labels that make its award-winning bourbons and ryes stand out like never before. This isn’t just a facelift—it’s a strategic move to offer something for every whiskey drinker, from casual sippers to hardcore enthusiasts, while staying true to the brand’s roots in transparency and bold flavor. Here’s everything you need to know about Pursuit Spirits’ exciting transformation and why it’s making waves in the whiskey world.
A New Chapter for Pursuit United
Pursuit Spirits, founded by Ryan Cecil and Kenny Coleman, has always been about pushing boundaries. Instead of running a traditional distillery, they’ve mastered the art of blending, sourcing exceptional bourbon and rye barrels from distilleries across the U.S. to craft small-batch whiskeys with unique flavor profiles. Their Pursuit United line, known for its “Triple Mash” blending process, has earned accolades like Bourbon of the Year at the 2022 John Barleycorn Awards and multiple Double Gold medals at the San Francisco Wine and Spirits Competition. Now, the brand is taking things to the next level with a rebrand that’s been 18 months in the making.
The rebrand focuses on three key areas: expanding the Pursuit United portfolio with new proof points, refreshing the packaging to boost shelf appeal, and making the brand’s story clearer to consumers. “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. The result is a lineup that caters to a wide range of whiskey drinkers while staying true to the brand’s commitment to quality and transparency.
New Proof Points for Every Palate
One of the biggest changes is the introduction of two new proof points for both Pursuit United Bourbon and Pursuit United Rye, alongside the beloved 108-proof expression. These additions make the lineup more versatile, offering options for different drinking preferences and occasions. Here’s a closer look at the new offerings:
- Pursuit United 88 Proof ($39.99 SRP): Designed for versatility, this lower-proof option is perfect for casual sipping, cocktails, or sharing with friends who are new to whiskey. The bourbon boasts inviting aromas of sweet fried dough, kettle corn, and warm mulling spices, with a palate of almond croissant and baked apricots. It finishes with warm cinnamon sugar, a hint of cola fizz, and subtle black pepper spice. The rye, meanwhile, offers a bright nose of vanilla lemon cake, citrus herbal tea, and cardamom, with flavors of brown sugar, fresh pastries, and lemon frosting, ending with gentle warmth from ginger candy and baking spices. At $39.99, both are approachable in price and flavor, making them ideal for everyday enjoyment.
- Pursuit United 108 Proof ($59.99 SRP): The fan-favorite 108-proof expression isn’t going anywhere. Denoted by a circled “108” on the label, this proof point strikes a balance between bold flavor and drinkability. It’s crafted for whiskey enthusiasts who want a robust yet balanced experience. The bourbon delivers rich notes of caramel, maple, and spicy oak, while the rye blends fruit and spice with a smooth, warm finish. Priced at $59.99, it remains a standout in the Pursuit United lineup.
- Pursuit United Barrel Proof ($79.99 SRP): For those who crave intensity, the new barrel-proof range is a must-try. The bourbon, bottled at 119.8 proof, features aromas of fresh pastries, caramelized pears, and cured tobacco, with a decadent palate of candied pecans, chocolate-covered strawberries, and raspberries dusted with cocoa powder. It finishes long and warm with amaretto, toasted oak, and allspice. The rye, at 121.2 proof, offers similar complexity with bold flavors that linger. Priced at $79.99, these cask-strength whiskeys are aimed at connoisseurs seeking a powerful, unfiltered experience straight from the barrel—complete with the occasional “char floaties” that add to the authenticity.
“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,” Cecil explained. Whether you’re mixing a cocktail, sipping neat, or chasing bold flavors, there’s a Pursuit United whiskey for you.
A Modern Look with Purpose
The rebrand isn’t just about what’s inside the bottle—it’s also about how it looks on the shelf. Pursuit Spirits has rolled out a complete packaging redesign across the entire Pursuit United portfolio, including its finished expressions like Double Oaked Bourbon, Double Oaked Rye, and Twice Toasted Bourbon. The new design is sleek, modern, and built to compete with bigger brands.
Every Pursuit United whiskey now comes in a custom 700ml bottle with the word “Pursuit” silk-screened in white, creating instant brand recognition and a premium feel. The updated labels are clearer and more informative, prominently featuring “Triple Mash Bourbon” and “Triple Mash Rye” to highlight the unique blending process that uses three different mash bills. This process, which combines rye-based and wheated bourbons from distilleries in Kentucky, Tennessee, and New York, gives Pursuit United its distinctive flavor profile.
The labels also reflect Pursuit Spirits’ commitment to transparency. Specific mash bill details are printed on the side, so drinkers know exactly what they’re getting. For example, the bourbon includes a blend of 80/10/10 Tennessee rye bourbon, 75/21/4 Kentucky rye bourbon, and 70/20/10 New York wheated bourbon, with ratios adjusted batch by batch to achieve the perfect balance. The finished expressions, like Double Oaked Rye with its French oak staves, have labels that clearly explain their unique production methods.
“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 custom bottle and new label provide a modern and contemporary design that will ensure Pursuit is instantly recognizable.”
A New Home on Whiskey Row
The timing of the rebrand couldn’t be better, as Pursuit Spirits prepares to open its new Whiskey Row location at 722 W Main St. in Louisville, Kentucky. This prime spot in the heart of bourbon country will serve as a hub for fans to experience Pursuit United firsthand. The distillery tasting room on Mellwood Avenue remains a go-to spot for visitors, but the Whiskey Row location will elevate the brand’s presence and offer a new space to showcase its innovative approach to whiskey.
The new expressions and redesigned bottles are already available at the Pursuit Spirits distillery and began hitting retail shelves in select markets in May 2025. Fans in states like Kentucky, Georgia, Tennessee, and Texas can expect to see them soon, with wider distribution planned for the future.
Why This Matters for Whiskey Fans
Pursuit Spirits’ rebrand is more than just a new look—it’s a bold statement about where the brand is headed. By offering three proof points, they’re making Pursuit United accessible to a broader audience while still delivering the complex, high-quality whiskeys that earned them a loyal following. The 88-proof option is a wallet-friendly entry point for newcomers, the 108-proof remains a versatile favorite, and the barrel-proof range caters to those who want an unfiltered, full-throttle experience.
The packaging redesign also shows Pursuit Spirits’ confidence in competing with industry giants. The custom bottle and clear labeling not only look sharp but also make it easier for consumers to understand what sets Pursuit United apart. In a crowded market, this clarity and transparency are refreshing, especially for a brand that’s still considered a craft producer despite its growing influence.
For whiskey geeks, the rebrand is a chance to explore new expressions from a brand known for its blending expertise. Pursuit United’s Triple Mash process, which combines barrels from Bardstown Bourbon Company, Finger Lakes Distilling, and an undisclosed Tennessee distillery (not George Dickel), creates flavors you won’t find anywhere else. Whether it’s the fruity brightness of the rye or the rich, spicy depth of the bourbon, each sip tells a story of craftsmanship and adventure.
What’s Next for Pursuit Spirits?
The rebrand is just the beginning. Pursuit Spirits is already experimenting with new projects, like the Pursuit United Private Select program, where retailers and clubs can hand-pick single-barrel expressions finished with various oak staves. The P.Club, a premium subscription program launched in February 2025, offers members exclusive access to distillery-only releases and limited bottlings, further cementing the brand’s connection with its fans.
With their new Whiskey Row location and a growing portfolio, Pursuit Spirits is poised to become a major player in the American whiskey world. Their focus on blending, transparency, and bold flavors sets them apart in a market filled with celebrity-backed brands and mass-produced bottles. As Coleman put it, “We are building a whiskey brand, not a marketing brand.”
