Lux Row Distillers located in Bardstown, Kentucky has been busy fortifying their line of Rebel Yell Kentucky Straight Bourbon Whiskey. They’ve announced the launch of a new 100° proof Rebel Yell, more availability of the standard 80° proof and new packaging across the brand lineup.
The company says the new Rebel Yell Kentucky Straight Bourbon Whiskey 100 proof is crafted according to the original time-honored recipe with a smooth ‘wheated’ mash bill featuring 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 SRP 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”.
Rebel Yell 10 Year Single Barrel Bourbon Back in 2019
This year, Rebel Yell 10 Year Single Barrel will also be available nationwide in a very limited allocation. About 2,600 cases of Rebel Yell 10 Year Old bourbon will be available in its original packaging, 750ml bottle sold in individual boxes.
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A Rebel Yell Bourbon Bottle and Label Redesign
Rebel Yell Kentucky Straight Bourbon also has a new look for the brand in 2019. The company says 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.
“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 package designer 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.