Rebel Bourbon revives Root Beer Whiskey
Kentucky-based Lux Row Distillers has returned a root beer-inspired whiskey to its Rebel Bourbon range.
A root beer whiskey was initially introduced by the Bourbon brand in 2016 as a part of a twin flavoured whiskey set with a ginger expression.
Rebel Bourbon brand manager Phillip Lux said: “We listened to the real trailblazing rebels out there, and brought back Rebel Root Beer.
“It’s available in a variety of size options for enjoying neat, chilled, in cola cocktails and more. Rebel Root Beer is fun and tasty, but doesn’t have any rules – on purpose.”
The expression infuses Rebel’s Straight Bourbon Whiskey recipe with the bold and creamy flavours of root beer.
Its profile is said to have aromas of classic sassafras and vanilla coupled with aged Bourbon whiskey, while classic root flavours of sassafras, vanilla, liquorice and molasses are found on the palate with Bourbon, caramel and honey notes.
The finish then lingers with sweetness and spicy sassafras.
Rebel Root Beer Whiskey’s bottle label features an illustration of a frothy root beer mug alongside a Bourbon barrel.
Its launch is being supported with consumer activations that include merchandise giveaways – from stickers to coasters, t-shirts and hats with ‘Shoot the Root’ branding – and shot machines to serve chilled pours of the expression.
It is bottled at 35% ABV and is now available nationwide in the US for a suggested retail price of US$19.99.
Last year, Lux Row Distillers also introduced a butter pecan-flavoured cream liqueur to its Rebel Bourbon lineup.
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