Rebel Yell Launches New Branding, New Bourbon and 2019 10YO

Rebel Yell Kentucky Straight Bourbon has unveiled a new look for its brand lineup, while also announcing two whiskey releases for 2019.

The new bottle features an embossed rounded shoulder in addition to a revised front and back label. The bottle is topped with a matted capsule closure and a natural cork.

“By adding the new capsule closure with hints of silver and updating the label with bolder lettering, the new Rebel Yell look aligns with the brand attitude,” says Eric Winter, whiskey brand manager at Luxco.

“The glass embossing on the bottle also adds a tactile component to the consumer’s experience, further elevating the overall look of the package,” adds its designer, David Cole.

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


In addition to the new packaging, the brand will launch a new variant this year: Rebel Yell Kentucky Straight Bourbon 100 proof.

This whiskey – made with a wheated mash bill – features honey, vanilla and caramel notes, the company says, followed by oaky tones. The 100-proof whiskey will also have the new brand packaging enhancements, and has a suggested retail price of $19.99.

“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,” says John Rempe, head distiller at Lux Row Distillers. “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”.

Finally, Rebel Yell 10 Year Single Barrel will also be available nationwide this year in a limited allocation. About 2,600 cases of this bourbon will be available in its original packaging, a 750-ml. bottle, sold in individual boxes.



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