Chris Stapleton and Buffalo Trace release Traveller Full Proof, a 121-proof blended whiskey with bold flavor at $39.99. Here’s what makes it different.
When a country music icon and a master distiller lock themselves in a room with the sole mission of making whiskey stronger without losing its soul, something memorable happens.
Chris Stapleton and Buffalo Trace’s Harlen Wheatley just proved it with Traveller Whiskey Full Proof, a 121-proof powerhouse that doesn’t burn like a campfire or taste like regret the next morning. Released this February, this isn’t just another celebrity cash grab. It’s what happens when two artists who actually drink what they make decide to crank up the volume on an already award-winning formula.
The Backstage Birth of a Bolder Bottle
Most product launches happen in boardrooms under fluorescent lights. Traveller Full Proof was born backstage after a show, where Stapleton and his band became the world’s coolest focus group. The Kentucky-born singer, who’s racked up 12 Grammys and enough awards to fill a tour bus, had always leaned toward higher-proof whiskeys.
So when Wheatley suggested pushing Traveller’s signature 90-proof blend beyond its comfort zone, Stapleton didn’t need convincing.
“Prior to collaborating with Harlen Wheatley
and Buffalo Trace Distillery
on Traveller Whiskey,
I generally leaned toward higher-proof and barrel-strength bottles,”
chris Stapleton
“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.”
That backstage verdict became the foundation for what would hit shelves nationwide at $39.99 per 750ml bottle. Not bad for a whiskey that spent its development phase getting honest feedback from road-tested musicians instead of marketing consultants.
Why Proof Matters More Than You Think
Here’s where things get interesting for anyone who’s ever wondered why the same bourbon at different proofs tastes completely different. Wheatley, who oversees production at what’s officially known as the World’s Most Award-Winning Distillery, explains that blended whiskey responds to proof variation in ways straight bourbon simply doesn’t.
“Across our products, we like to experiment with proof as a way to bring out different flavor characteristics already present in the whiskey,”
Harlen Wheatley
Master Distiller
Buffalo Trace Distillery
“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.”
Translation: This isn’t just Blend No. 40 with more alcohol. The higher proof unlocks caramelized sugar, baking spice, and toasted oak that were hiding in the original. Add vanilla, warm toffee, and dark fruit notes, and you’ve got a whiskey that challenges every assumption about what blended American whiskey can achieve. Think of it like turning up your favorite song and suddenly hearing guitar lines you never noticed before.
From Music to Motorsports: A Brand That Moves Fast
Traveller Whiskey has done more in two years than most spirits brands manage in a decade. It became the Official Whiskey of Major League Baseball in 2025. It sponsored a Chevrolet driven by Justin Allgaier that finished in the top 10 at the DAYTONA 500. And if you were paying attention in late January, you caught the subtle reveal of Full Proof in a social media video featuring NASCAR Hall of Famer Dale Earnhardt Jr., Stapleton, and Allgaier. No press release. No fanfare. Just three guys with good taste sharing something they thought deserved attention.
The brand’s rapid rise makes sense when you consider who’s behind it. Stapleton recently became the first country artist to earn an RIAA Double Diamond certification when “Tennessee Whiskey” sold over 20 million units. He knows how to connect with people who value authenticity over hype. Pair that with Buffalo Trace’s legendary reputation for excellence, and you’ve got a collaboration that feels less like a branding exercise and more like two craftsmen pushing each other to make something genuinely worth drinking.
What It Actually Tastes Like
For the flavor-obsessed among us, Traveller Full Proof delivers a richer, more amplified experience than its 90-proof predecessor. The caramelized sugar hits first, followed by warm baking spices that remind you why winter exists. Toasted oak provides structure without overwhelming the palate, while vanilla and toffee add sweetness that never crosses into cloying territory. Dark fruit notes appear on the finish, lingering long enough to make you consider pouring another glass before you’ve finished the first.
At 121 proof, it’s bold without being aggressive.
The kind of whiskey that makes you want to slow down and actually taste what you’re drinking instead of treating it like background noise at a cocktail party. Whether you’re sipping it neat in a Manhattan loft or sharing it at a dinner party in San Francisco’s Nob Hill, it holds its own without demanding to be the center of attention.
FAQ: Traveller Whiskey Full Proof
What makes Traveller Full Proof different from regular Traveller Whiskey?
Traveller Full Proof is bottled at 121 proof compared to the original’s 90 proof. The higher proof brings forward caramelized sugar, baking spice, toasted oak, vanilla, toffee, and dark fruit notes that aren’t as prominent in Blend No. 40. It’s the same blended whiskey DNA with amplified intensity and depth.
Where can I buy Traveller Whiskey Full Proof?
Initially launched as a limited release in February 2026, Traveller Full Proof is now available nationwide through Sazerac’s distributor network at retailers, bars, and restaurants. The suggested retail price is $39.99 for a 750ml bottle, though local taxes and fees will vary by location.
Is 121 proof too strong for casual whiskey drinkers?
Despite the higher proof, Traveller Full Proof maintains the smooth, approachable character that defines the Traveller line. Stapleton and his band unanimously agreed it remained easy-drinking even at 121 proof. That said, if you’re new to higher-proof whiskeys, consider adding a splash of water to open up the flavors.
Challenge your assumptions about blended bourbon
Chris Stapleton and Harlen Wheatley didn’t need to make Traveller Full Proof. The original was selling fast, winning awards, and building a loyal following. But both men treat whiskey blending like music: an art form where experimentation leads to inspiration. The result is a bottle that proves blended American whiskey deserves more respect than it typically gets. At under $40, it’s an accessible entry point into higher-proof spirits without the sticker shock of barrel-strength bourbons.
Whether you’re a Stapleton fan who’s curious about his taste in whiskey or a spirits enthusiast looking for something that challenges your assumptions about blended bourbon, Traveller Full Proof delivers. Just don’t be surprised if you find yourself listening to “Tennessee Whiskey” while you sip it. Some pairings are inevitable.
