Rebel Yell Kentucky Straight Bourbon added two new variants to the current family lineup with the launch of Rebel Yell Small Batch Rye and American Whisky.
“Rebel Yell is bridging the gap between its proud heritage and modern tastes with these two brand new innovations,” says Fletcher Buchman, brand manager at Luxco. “With Whisky experiencing category growth and the new generation of bourbon drinkers demanding innovative higher-proof spirits, these offerings add exciting new tastes to the Rebel Yell family.”
Rebel Yell American Whiskey combines 50% of Rebel Yell’s original Kentucky Straight Bourbon with 50% straight rye, offering both the smoothness of the wheated bourbon and the spiciness of a rye in perfect combination. The result is “100% American Whiskey”. At 90% proof, both new variants are available in a corked 750ml bottle with screen-printed label graphics to reinforce the independent, rebellious spirit of Rebel Yell.
“We are constantly responding to consumer demand with our new products and creating great experiences for bourbon enthusiasts. The Small Batch Rye is spicy with walnut and black pepper notes”, says John Rempe, director of research and development. “And the American Whiskey has notes of oak, caramel and vanilla which tones down the spiciness of th rye to create a mellower, smoother taste”.
The brand recently updated its packaging and label and is also revamping its loyalty program, Band of Rebels, a fellowship of the most loyal Rebel Yell fans and supporters. the program will offer more engagement with members, an updated welcome kit, exclusive member e-newsletters as well as great gifts and gear.