Time-honored brand adds Rebel Yell Small Batch Rye and American Whiskey

(St. Louis) May 27, 2015 – Rebel Yell® Kentucky Straight Bourbon, refashioned for a new era and responding to consumer demand, is adding two new variants to the current family lineup with the launch of Rebel Yell Small Batch Rye and American Whiskey. At 90 proof, both new variants are available nationally in a corked 750ml bottle with screen-printed label graphics to reinforce the independent, rebellious spirit of Rebel Yell.

“Rebel Yell is bridging the gap between its proud heritage and modern tastes with these two new brand innovations,” says Fletcher Buchman, brand manager at Luxco. “With whiskey 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, time-honored 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.

The Small Batch Rye’s high grain bill offers a smooth and spicy flavor with enough backbone to stand up to classic cocktails. This new straight rye starts out rebelliously spicy and ends with a surprisingly smooth and sweet finish.

The brand recently updated its packaging and label. Award-winning Rebel Yell Kentucky Straight Bourbon dates back to 1849 and is known for its smooth-sipping, softer taste offering hints of honey and butter followed by a warm finish, with a touch of spiciness.

“We are constantly responding to consumer demands 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 the rye to create a mellower, smoother taste.”

The brand 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. Fans can sign up at bandofrebels.com.

For more information about this product, please visit rebelyellbourbon.com or facebook.com/RebelYellBourbon.

About Luxco

Luxco, Inc. is a leading producer, importer and marketer of beverage alcohol products. Our mission is to meet the needs and exceed the expectations of our consumers, associates and business partners. Founded in St. Louis in 1958, where it is headquartered, it is owned and operated by the Lux family. Its portfolio of brands include: Juarez Tequila & Triple Sec, Pearl Vodka, Everclear Grain Alcohol, Arrow Cordials, El Mayor Tequila, Ezra Brooks & Rebel Yell Bourbons, Lord Calvert Canadian Whisky, St. Brendan’s Irish Cream, Salvador’s Cocktails, Yago Sant’ gria and other well-recognized brands. For more information about the company, visit www.luxco.com.