Rebel Yell introduces new bourbon and new packaging

Lux Row Distillers is launching a new Rebel Yell variant this year: Rebel Yell Kentucky Straight Bourbon 100 proof. This whiskey – crafted according to the original time-honored recipe with a smooth ‘wheated’ mash bill – features honey, vanilla and caramel notes followed by oaky tones and a deep, warm finish. This whiskey will also have the new brand packaging enhancements and has an recommended retail price of $19.99.

John Rempe, head distiller at Lux Row Distillers, explains: “Our traditional 80 proof Rebel Yell is an approachable bourbon, softer on the palate than the new 100 proof Rebel Yell, which brings a bit more bite in the finish. We wanted to offer consumers a higher proof option in this brand family, and this bourbon holds up well with balance of smoothness and flavor, whether providing fuller flavor in a cocktail or as a sipper.”

New look for Rebel Yell bottles

Rebel Yell Kentucky Straight Bourbon also has a new look for its brand lineup. The updated packaging reinforces the brand’s rebellious spirit and elevates the brand’s look, bridging the gap between its proud heritage and modern tastes. The new bottle features an embossed rounded shoulder in addition to a revised front and back label. The new bottle is topped with a matted capsule closure and a natural cork, further enhancing the packaging, which was designed by David Cole.

The new packaging will roll out in April and will apply to the full family lineup including Rebel Yell Kentucky Straight Bourbon, Rebel Yell Straight Rye, Rebel Yell Root Beer and Rebel Yell Ginger.