REBEL WITH A CAUSE: ‘Rebel 100’ Straight Rye Whiskey Debuts at a Lovely Low Price

Lux Row Distillers (Bardstown, KY) recently announced the newest variant in the Rebel brand family: Rebel 100 Straight Rye Whiskey.

Rebel 100 Rye is set to reach retail shelves across the country by late March at a suggested retail price of $19.99 per 750 ml bottle.

This is joyous music to our ears – seeing a rollout of a Straight Rye, at 100 proof…for a $20 spot. You know it’s aged at least 4 years. Absolutely love the proof at that price point. Eager to try this one to see if it’s a new “bargain darling” waiting for the backbar.

Per the brand, Rebel 100 Straight Rye Whiskey delivers smooth, spicy rye flavor via its 51% rye, 45% corn and 4% malt mash bill. Offered at 100 proof, Rebel 100 Rye features a spicy nose that opens into rich rye flavor balanced by hints of vanilla.

“Based on the continued success of both Rebel 100 Kentucky Straight Bourbon Whiskey, we’ve elevated the proof of its rye counterpart,” said Eric Winter, brand manager for Rebel. “Rebel 100 Rye drinkers still will enjoy the award-winning smooth, spicy rye flavor of Rebel Rye at a proof level that amplifies its taste profile and stands out even better in classic cocktails.”

Deep Rooted History – “Sacred Wheated Bourbon”

The brand goes back to the Stitzel-Weller Distillery in the 1930’s and is part of the sacred “Wheated Bourbon” collection including W.L. Weller, Old Fitzgerald, and Cabin Still. Julian “Pappy” Van Winkle I ring a bell? He co-founded the S-W Distillery which officially opened Derby Day, 1935. The brand would eventually be picked up by Luxco in the early 80’s, who at that time was a Non-Producing Distiller (NPD).

About Luxco

Founded in St. Louis in 1958 by the Lux Family, Luxco is a leading producer, supplier, importer and bottler of beverage alcohol products. Merged with MGP Ingredients, Inc. in 2021 (Nasdaq: MGPI), Luxco operates as MGP’s Brands Division and manages all MGP/Luxco brands.

This extensive and award-winning spirits portfolio includes well-known brands from four distilleries: Bardstown, Kentucky-based Lux Row Distillers, home of Ezra Brooks, Rebel, Blood Oath, David Nicholson and Daviess County; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Kentucky Straight Bourbon Whiskey, Minor Case Straight Rye Whiskey and Bowling & Burch Gin; Jalisco, Mexico-based Destiladora González Lux, producer of 100% agave tequilas, El Mayor, Exotico and Dos Primos; and Ross & Squibb Distillery in Lawrenceburg, Indiana, where the George Remus Straight Bourbon Whiskey and Rossville Union Straight Rye Whiskey are produced.

The innovative and high-quality brand portfolio also includes Everclear Grain Alcohol, Pearl Vodka, Saint Brendan’s Irish Cream, The Quiet Man Irish Whiskey, Green Hat Gin and other well-recognized brands. For more information about the company and its brands, visit luxco.com.

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