Rebel Yell Announces Two New Releases, New Packaging

Rebel Yell Bourbon and Rebel Yell 100 Proof. Photo courtesy Lux Row Distillers.

Lux Row has announced two new releases of Rebel Yell Bourbon: Rebel Yell 100-Proof and the 2019 edition of Rebel Yell Single Barrel, along with newly updated packaging for the whole line.

The new bottles will showcase redesigned labels, as well as new cork closures and embossed raised glass lettering on the shoulders. The redesign will affect the whole family of labels beginning in April, including Rebel Yell Small Batch Rye, Root Beer, and Ginger.

“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,” said Eric Winter, whiskey brand manager at LuxCo, in a press release last week.

“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 designer David Cole.

Bottles of the new Rebel Yell 100 Proof will hit shelves this summer priced at around $20. The traditional Rebel Yell bottling is only 80 proof, but the new 100 proof release will offer fans of the wheated bourbon recipe a little extra heat. The brand tells us to expect “honey, vanilla and caramel notes followed by oaky tones and a deep, warm finish.”

“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,” said John Rempe, head distiller at Lux Row Distillers, in a press release last week. “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.”

The 2019 release of Rebel Yell Single Barrel will also hit shelves soon. This year will be its last with the original bottle, and it will be packaged in individual gift boxes and available only in very limited quantities. Around 2,600 cases will be available, including a limited number of bottles at the Lux Row Distillers gift shop.

Caroline Paulus
Caroline Paulus is the Senior Editor for The Bourbon Review. She lives and writes in Lexington, Kentucky. Follow her on Instagram @misswhiskeyhistorian to keep up with her latest in bourbon news - and a few old finds, too.