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Rebel Yell adds ginger and root beer flavours

Luxco has announced it has added two new flavours to its Rebel Yell Kentucky Straight Bourbon Whiskey family lineup. Rebel Yell Ginger Whiskey and Rebel Yell Root Beer Whiskey, both bottled at 35%abv (70 proof), will be available across the US in April. These new flavours join the recently updated Rebel Yell family of corked 750ml bottles made of thicker glass to reinforce “the independent, rebellious spirit of the brand”.

“Whiskey is currently experiencing an explosive period of growth. The domestic whiskey category is up 4.1%; the flavoured whiskey category is up 11.4%; and Rebel Yell continues to grow even faster, up 27.8% in the past 12 months*,” says Fletcher Buchman, brand manager at Luxco. “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.”

Rebel Yell Ginger Whiskey combines the taste of Rebel Yell Kentucky Straight Bourbon Whiskey with natural ginger for a refreshing and spicy finish – a great option for mule cocktails or to add a zesty twist. For a creamier flavour, Rebel Yell Root Beer Whiskey combines Rebel Yell Kentucky Straight Bourbon Whiskey with natural root beer flavour for a rich, velvety taste with a touch of spice.

*Source: NABCA 9L R12 through February 2016

27 April 2016 - Felicity Murray The Drinks Report, editor