Deutsch Family Acquires Redemption WhiskeyJune 9, 2015
Deutsch Family Wine & Spirits has entered the fast-growing American whiskey segment with the acquisition of Redemption Whiskey. The Redemption portfolio includes Straight Rye Whiskey, High Rye Bourbon, Bourbon, Riverboat Rye, White Whiskey and Limited Edition Barrel Selections. Distilled in Indiana, the brand is bottled in small batches in Bardstown, Kentucky, with each batch and bottle number hand written on every label. The brand’s core offerings retail around $28 a bottle.
“The premium and ultra-premium segments within the whiskey category remind me a lot of premium wine, with consumers being open to experiment, focused more on quality than slick marketing and interested in learning more about the product itself,” said Deutsch Family CEO Peter Deutsch, noting that the $25 and above whiskey segment has been the category’s biggest growth driver. Bourbon is up more than 10% in Nielsen channels over the past 52 weeks, while rye, from its smaller base, is posting even faster progress.
Founded by industry veterans Dave Schmier and Michael Kanbar, Redemption has tripled in size the past two years, Deutsch notes. Due to supply constraints, it will be available in limited states over the next two years, but will ramp up production toward a national rollout.
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