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Rebel Yell unveils Root Beer and Ginger whiskeys
Luxco has added two new flavoured expressions to its Rebel Yell Kentucky Straight Bourbon Whiskey range – Ginger and Root Beer.
Rebel Yell has added two new flavours – Ginger and Root Beer – to its whiskey range
Available throughout the US from April this year, 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.
“Innovative, on-trend flavours are a great way to introduce this time-honoured brand to millennial whiskey drinkers and add more variety to our offerings.”
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.