The roar of engines and the smooth taste of premium bourbon might seem like an unlikely pairing at first glance, but for Rebel Bourbon and Richard Childress Racing, it's a partnership that just makes sense. The Bardstown, Kentucky-based distillery has announced it will continue backing RCR through 2026, marking the third consecutive year of a collaboration that celebrates everything bold, original, and unapologetically rebellious.
At the heart of this partnership sits Kyle Busch and his No. 8 Chevrolet. Rebel Bourbon will remain the official bourbon of Richard Childress Racing and continue serving as a multi-race primary sponsor for Busch throughout the NASCAR Cup Series season. For anyone who's followed Busch's career, the fit couldn't be more natural. The two-time NASCAR Cup Series champion has built his reputation on a fearless, unconventional approach to racing that mirrors the brand's own philosophy.
"Rebel Bourbon celebrates real rebels like Kyle Busch whose rowdy spirit and fearless, unconventional approach to racing has defined his successful NASCAR career," said Philip Lux, brand manager for Rebel Bourbon. "As the official bourbon of Richard Childress Racing, the No. 8 Chevrolet, and two-time NASCAR Cup Series Champion Kyle Busch for a third consecutive year – we're revved up and ready to bring this year's Rebel sponsorship to life on and off the track for fans."
The partnership kicks off when the NASCAR Cup Series heads to Circuit of the Americas in Austin, Texas, on March 1. Throughout the 2026 season, fans can expect to see custom paint schemes celebrating the legacy of real rebels, along with unique storytelling and content integration that brings the brand's spirit to life both on and off the track. Each primary race featuring Rebel Bourbon will showcase fan-driven initiatives designed to connect with the NASCAR community in meaningful ways.
Since joining forces with RCR in 2024, Rebel Bourbon hasn't just slapped a logo on the car and called it a day. The collaboration has resulted in some genuinely interesting product launches and custom recipes that bourbon enthusiasts have taken notice of. Among these releases was a limited-edition Kyle Busch 108 Single Barrel Bourbon and the Rebel 100 Childress Vineyards Cabernet Franc Barrel Finish, which demonstrated how the partnership extends well beyond race day.
The brand's latest innovation takes things in an unexpected direction with Rebel Root Beer, featuring straight bourbon whiskey infused with bold, creamy root beer flavor. It's the kind of unconventional twist that defines both the brand's approach to spirits and RCR's approach to racing.
Mike Verlander, president of Richard Childress Racing, sees the alignment between the two organizations as more than just a business arrangement. "Rebel Bourbon's approach to racing closely matches their bold but defiantly smooth premium wheated bourbon," Verlander explained. "Our partnership reflects a shared willingness to challenge convention, and we're proud to help introduce Rebel's unmistakably smooth, yet confidently outspoken, spirits to NASCAR fans."
That willingness to challenge convention isn't just marketing speak. Rebel Bourbon's wheated recipe defies industry trends while maintaining an award-winning quality that has earned recognition across the spirits world. The brand's Rebel 10-Year Single Barrel earned the title of Single Barrel American Whiskey of the Year at the 2025 Bartender Spirits Awards. The same expression also collected a double platinum medal at the 2025 ASCOT Awards, a double gold medal at the 2025 San Francisco World Spirits Competition, and both a double gold medal and Consumer's Choice Award at the 2025 SIP Awards.
The bourbon itself traces its roots back to 1849, when the original recipe was created at the Stitzel-Weller distillery. Today, Master Distiller John Rempe crafts Rebel Bourbon at Lux Row Distillers in Bardstown, Kentucky, staying true to that wheated mash bill that's been around for more than 175 years. It's the kind of heritage that resonates in a sport where tradition and innovation constantly collide.
For Richard Childress Racing, this partnership represents another chapter in a storied history that began in 1969. The organization has racked up more than 200 victories and 17 championships over its five decades of competition, including six NASCAR Cup Series championships with the legendary Dale Earnhardt. RCR made history as the first organization to win championships across the NASCAR Cup Series, NASCAR Xfinity Series, and NASCAR Truck Series, and has captured the Daytona 500 three times in 1998, 2007, and 2018.
The 2026 NASCAR Cup Series lineup features Busch in the No. 8 Chevrolet alongside Austin Dillon in the No. 3 Chevrolet, who won the 2017 Coca-Cola 600 and the 2018 Daytona 500. The organization also runs a full NASCAR Xfinity Series program with defending series champion Jesse Love in the No. 2 Chevrolet and 2023 regular season champion Austin Hill in the No. 21 Chevrolet.
Rebel Bourbon operates under Luxco, which functions as the Branded Spirits division of MGP Ingredients Inc. following its 2021 acquisition. Founded in St. Louis in 1958 by the Lux family, Luxco has grown into a leading producer, supplier, importer, and bottler of beverage alcohol products. The company's portfolio spans four distilleries, including Ross & Squibb Distillery in Lawrenceburg, Indiana, where Penelope and Remus bourbon are produced; Lux Row Distillers in Bardstown, Kentucky, home to Rebel, Ezra Brooks, and Blood Oath bourbons; Limestone Branch Distillery in Lebanon, Kentucky, maker of Yellowstone Bourbon; and Destiladora Gonzalez Lux in Arandas, Mexico, producer of 100% agave tequilas including Cortada, El Mayor, Escasa, and Exotico.
The partnership between Rebel Bourbon and Richard Childress Racing represents more than corporate sponsorship. It's about two organizations that understand what it means to carve out their own path, whether that's on the track or in the bottle. Both have built their reputations on refusing to follow the crowd, on making bold choices that sometimes go against conventional wisdom, and on delivering results that speak for themselves.
As the 2026 NASCAR Cup Series season approaches, fans can expect to see that rebellious spirit on full display. From the moment Busch takes the track at Circuit of the Americas in early March, through each primary race throughout the season, the collaboration will showcase what happens when two organizations committed to originality and excellence decide to work together.
For those watching from the stands or at home, the partnership serves as a reminder that success doesn't always come from playing it safe. Sometimes it comes from having the courage to do things differently, to challenge the status quo, and to stay true to what makes you unique. Whether that's behind the wheel of a race car or crafting a bourbon that honors a 175-year-old recipe while constantly innovating, the principle remains the same.
Both Rebel Bourbon and Richard Childress Racing emphasize the importance of responsible consumption, reminding everyone 21 and older to drink responsibly and never drink and drive. It's a message that underscores the serious side of what might otherwise seem like just fun and games.
As the green flag drops on the 2026 season, the continuation of this partnership signals confidence from both sides that they've found something special. For Rebel Bourbon, it's a platform to reach passionate fans who appreciate quality and aren't afraid to stand out from the crowd. For RCR, it's a partnership with a brand that understands the racing mentality and shares the team's commitment to excellence and individuality.
The track ahead promises plenty of excitement, custom paint schemes that celebrate legendary rebels, and continued innovation both in racing strategy and bourbon craftsmanship. If the first two years of this partnership are any indication, 2026 should deliver plenty of memorable moments for fans who appreciate both high-speed competition and premium spirits crafted with care and conviction.
