“Rebel Yell has always been known for its superior taste, and now we have a package that matches the quality of the liquid inside,” says Fletcher Buchman, brand manager at Luxco. “The new bottle has a more authentic bourbon feel, with a heavier base and rounder shoulders, giving this smooth wheated bourbon a more premium look.”
The high-quality embossed paper label is printed flexo in 8 colors, but Luxco prefers not to identify the converter or the glass supplier.
“We are investing in this brand and energizing it for a new era of bourbon drinkers while still maintaining the rebellious spirit and original recipe,” says Buchman. “The increased marketing support will be more integrated to include digital media, retail support, and the re-launch of our successful Band of Rebels loyalty program.”