Available throughout the US now, Rebel Yell Root Beer Whiskey and Rebel Yell Ginger Whiskey feature the brand’s new bottle design with cork stoppers and thicker glass.
“Whiskey is currently experiencing an explosive period of growth,” said Fletcher Buchman, brand manager at Luxco. “The domestic whiskey category is up 4.1% and the flavoured whiskey category is up 11.4%; and Rebel Yell continues to grow even faster, up 27.8% in the past 12 months.
This summer, Rebel Yell is launching its Rebels Uncaged promotion, where participants can enter to win one of four custom-built motorcycles, and also revamping its loyalty programme, Band of Rebels.
In June last year, Rebel Yell launched its Small Batch Rye and American Whiskey expressions.
Brand owner Luxco has recently finalised plans to build a US$35m distillery in Bardstown, Kentucky, at the heart of the state’s Bourbon Trail in order to meet growing demand for its Rebel Yell, Blood Oath and Ezra Brooks Bourbon brands.