That Eric Alper

Chris Stapleton and Buffalo Trace Distillery Master Distiller Harlen Wheatley raise the bar with the launch of “Traveller Whiskey Full Proof.” Bottled at 121 proof, the bold new expression marks the first line extension for the award-winning brand since its January 2024 debut. It builds on the foundation of Blend No. 40, delivering amplified intensity while holding tight to the smooth, easy-sippin’ character that defines Traveller’s style.

For Stapleton and Wheatley, blending whiskey mirrors the creative spark of making music. It starts with instinct, then sharpens through craft and balance. Curious how far Traveller’s original 90 proof could stretch, the pair began experimenting with proof and blend adjustments. The breakthrough came backstage after a show, when Stapleton, his band, and friends sampled two Full Proof contenders. The unanimous choice was 121 proof, a moment that locked in the next chapter of Traveller.

“Prior to collaborating with Harlen Wheatley and Buffalo Trace Distillery on Traveller Whiskey, I generally leaned toward higher-proof and barrel-strength bottles,” Stapleton shares. “Needless to say, when we decided to experiment with a higher-proof expression, I was excited to see where that could land. One night after a show, we had two potential Full Proof contenders backstage with the band and some friends. Everyone agreed 121 was the clear winner. 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.”

Traveller Full Proof delivers rich notes of caramelized sugar, baking spice, toasted oak, vanilla, warm toffee, and dark fruit. The higher proof opens new layers and lengthens the finish, showing how dramatically proof can shape a blended whiskey’s profile. “Across our products, we like to experiment with proof as a way to bring out different flavor characteristics already present in the whiskey,” says Wheatley. “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. It’s remarkable how different the blended recipe responds to proof variation compared to our straight bourbons. We think where we’ve landed is a completely unique offering that every whiskey drinker should try.”

Since launch, Traveller has surged as one of the fastest-growing whiskey brands in the world. In 2025, it became the Official Whiskey of Major League Baseball and gained national spotlight through JR Motorsports’ Traveller Whiskey No. 40 Chevrolet, driven by Justin Allgaier, during the 2025 Daytona 500. Quietly teased in late January in a social media video featuring Dale Earnhardt Jr., Stapleton, and Allgaier, the 121-proof release now arrives nationwide. Initially launched as a limited release in February 2026, Traveller Full Proof is available through Sazerac’s distributor network at a suggested retail price of $39.99 for 750ml, plus applicable taxes and fees.