LOUISVILLE, KY (May 7, 2025) – Pursuit Spirits, the whiskey brand founded by the creative  forces behind the renowned Bourbon Pursuit podcast, today announced a significant and  strategic expansion of its acclaimed Pursuit United portfolio. The brand is introducing two distinct new proof points – an accessible 88 proof and a robust Barrel Proof – for its award winning Pursuit United Bourbon and Pursuit United Rye whiskeys. This launch is complemented  by a comprehensive packaging refresh featuring a distinctive custom bottle and updated labels  across the entire Pursuit United line, designed to enhance shelf presence and clarify product  identity. 

With the impending opening of their new Whiskey Row location at 722 W Main St. in Louisville,  KY, Pursuit United has a new standard proof point of 88 that is designed for versatility and  enjoyment for any whiskey enthusiast: 

● Pursuit United Bourbon: This expression offers an inviting aromatic profile of sweet  fried dough, kettle corn, and warm mulling spices. The palate unfolds with delightful  notes of almond croissant, and baked apricots leading to a satisfying finish characterized  by warm cinnamon sugar, a hint of cola fizz, and subtle black pepper spice. Available at  a suggested retail price (SRP) of $39.99. 

● Pursuit United Rye: Presenting a bright and engaging nose of vanilla lemon cake,  citrus herbal tea, and cardamom. On the palate, it delivers harmonious flavors of brown  sugar and fresh pastries accented by lemon frosting, concluding with a gentle warmth  from ginger candy, baking spices, and soothing chamomile tea. Available at an SRP of  $39.99.

The notable Pursuit United proof point of 108 is maintained and denoted with a circled 108 on  the label to signify its elevated expression. For connoisseurs seeking the intensity and  complexity of cask strength whiskey, Pursuit Spirits proudly introduces the Pursuit United Barrel  Proof range: 

● Pursuit United Barrel Proof Bourbon (119.8 Proof): This barrel strength offering  features compelling aromas of fresh pastries, rich caramelized pears, and cured  tobacco. The palate provides a decadent experience with candied pecans, chocolate covered strawberries, and vibrant raspberries with cocoa powder, culminating in a long,  warm finish of amaretto, toasted oak, and allspice. Available at an SRP of $79.99. 

● Pursuit United Barrel Proof Rye (121.2 Proof): Exhibiting a rich nose of toasted  marshmallow, demerara sugar, and vibrant citrus marmalade. The palate reveals  luscious notes of marshmallow fluff, crème brûlée crust, and blueberry lemon pie. The  finish is remarkably bright and warm, highlighting lemon zest, cardamom, and sweet  nutmeg. Available at an SRP of $79.99. 

"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." 

REFRESHED DESIGN REFLECTS BRAND EVOLUTION 

Coinciding with the launch of the new expressions, Pursuit Spirits is rolling out a complete  packaging redesign across its entire Pursuit United portfolio. All Pursuit United products will now  be presented in a custom 700ml bottle, featuring the "Pursuit" name elegantly silk-screened in  white for immediate brand recognition and a premium feel. 

The updated labels have been designed for enhanced clarity to better communicate the unique  characteristics of each whiskey. Pursuit United Bourbon and Rye labels will now prominently  feature "Triple Mash Bourbon" and "Triple Mash Rye," highlighting the distinctive blending  process involving three different mash bills that define these core products. In alignment with  the brand's commitment to transparency, the specific mash bill details are accessible on the  side label. The packaging refresh also extends to the Pursuit United finished expressions,  including Double Oaked Bourbon, Double Oaked Rye, and Twice Toasted Bourbon, with labels  clearly indicating their unique processes. 

"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.” 

The new Pursuit United expressions and redesigned packaging are now available to purchase  at the Pursuit Spirits distillery and will begin appearing at retailers in select markets starting in  May 2025.

ABOUT PURSUIT SPIRITS: Pursuit Spirits is a Louisville, Kentucky-based whiskey brand  founded by the innovative forces behind the number one bourbon  podcast, Bourbon Pursuit. Built from humble beginnings, a thirst  for knowledge and an undeniable passion for the craft led Ryan  Cecil and Kenny Coleman to pursue the best offerings in  American Whiskey. Specializing in crafting award-winning, small batch bourbons and ryes by blending select barrels from multiple  distilleries across the country, they continue to push boundaries in  the industry through a modern, customized approach. Their  Pursuit United brand combines different mash bills and barrel  types to create exceptional flavor profiles. Their distillery exclusive  called the Mellwood Legacy Collection pays homage to their  distillery's location predecessor, a commitment to thoughtful and  quality selections makes them a standout choice for the  adventurous whiskey drinker. Pursuit Spirits offers curated,  immersive experiences and tastings at their venue on Whiskey  Row, allowing guests to participate in exclusive barrel selections  and bottling their own whiskey; P.club, an all-access, exclusive  pass to Pursuit Spirits no matter your location; and a cocktail  lounge called Trial + Error that seamlessly balances warm, lived-in  charm and stylish modern comfort, complete with an extensive  spirits menu and a variety of small bites. 

LOCATIONS: Distillery Location: 1700 Mellwood Ave. Louisville KY 40206
‍Upcoming Visitor Experience on Whiskey Row: 722 W. Main  St, Suite 100, Louisville KY 40202