Unveiling a New Era in Whiskey
The world of whiskey was treated to an exciting new release that promises to shake up the industry. Traveller Whiskey Full Proof, a collaboration between Grammy-winning artist Chris Stapleton and Buffalo Trace Distillery’s Master Distiller Harlan Wheatley, has officially hit the shelves. This release is the first line extension from the award-winning brand since its debut in January 2024 and showcases the artistry of American whiskey blending.
Bottled at an impressive 121 proof, Traveller Whiskey Full Proof is designed to amplify the flavor experience while maintaining the approachable nature that has become synonymous with the brand. This new expression proves that higher proof doesn’t mean sacrificing smoothness, making it an exciting option for both casual drinkers and whiskey aficionados alike.
The Art of Blending: A Musical Journey
Whiskey blending, much like music, is an art form that requires expertise, balance, and creativity. For Stapleton and Wheatley, their collaboration was fueled by a passion for quality and experimentation. The duo set out to explore how far they could push Traveller’s signature 90 proof without compromising its smooth character.
During a backstage tasting session, the pair discovered something remarkable. With the input from Stapleton’s band and friends, they unanimously selected the 121 proof expression as the clear winner. Stapleton remarked, “It’s the same easy-to-drink DNA, just turned up a few notches. I think Traveller Whiskey Full Proof is one of those moments where more of a good thing is definitely a good thing.”
Flavor Profile: What to Expect
Traveller Whiskey Full Proof is not just about the higher alcohol content; it also brings forth a rich tapestry of flavors. This expression showcases:
- Caramelized sugar
- Baking spice
- Toasted oak
- Vanilla
- Warm toffee
- Dark fruit
These notes, combined with the higher proof, result in a whiskey that is both complex and satisfying, sure to enhance the tasting experience for anyone who pours a glass.
Where to Find Traveller Whiskey Full Proof
Initially launched as a limited release, Traveller Whiskey Full Proof is now available nationwide through Sazerac’s distributor network, with a suggested retail price of $39.99 for a 750ml bottle. This pricing makes it accessible for bars and restaurants looking to diversify their whiskey offerings.
For more information, visit travellerwhiskey.com.
A Brand with Momentum
Since its inception, Traveller Whiskey has quickly risen to prominence, becoming one of the fastest-growing whiskey brands in the world. It was named the “Official Whiskey of Major League Baseball” in 2025 and has made headlines in the NASCAR community as well. The brand’s visibility continues to expand, and with the bold release of Full Proof, it’s poised to attract even more attention.
As Harlan Wheatley aptly noted, “When we started experimenting with proof in Traveller’s blended recipe, flavors and finishes came to the forefront that aren’t as apparent in the 90 proof blend.” This innovative approach to blending is what sets Traveller apart from other brands.
Join the Conversation
As professionals in the food, beverage, and hospitality industry, it’s essential to stay updated on trends like this one. Traveller Whiskey Full Proof represents not just a product, but an evolution in the whiskey realm. We encourage readers to share their thoughts on this new release in the comments below. Have you tried Traveller Whiskey Full Proof? What are your impressions?
For further reading, check out our articles on whiskey trends and pairing whiskey with food.
Final Notes
With its unique flavor profile and the backing of industry giants like Chris Stapleton and Harlan Wheatley, Traveller Whiskey Full Proof is a must-try for whiskey enthusiasts and newcomers alike. Keep an eye on this brand as it continues to innovate and captivate the market.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
