The shelves are getting a little more interesting this month. Rebel Bourbon just brought back one of its most talked-about products, and bourbon enthusiasts who remember the original release are already making their way to stores.
Rebel Root Beer Whiskey has returned to the national market after being discontinued, marking a victory for the consumers who've been asking for it. The flavored whiskey, which takes the brand's traditional wheated bourbon and infuses it with root beer, represents something different in a category that's been dominated by safe, predictable releases.
What Makes This Whiskey Different
The product starts with Rebel Straight Bourbon Whiskey, which has been made using a recipe that dates back to 1849. That original formula came from the Stitzel-Weller distillery, and it's built around wheat rather than the rye that most bourbons use. That wheated approach creates a smoother, softer character that works as the foundation here.
Then comes the root beer infusion. This isn't a subtle hint of flavor—it's bold and creamy, designed to deliver the full experience of classic root beer alongside bourbon's natural characteristics. The result sits at 70 proof, or 35% alcohol by volume, making it noticeably lower in alcohol than standard bourbon but still carrying enough weight to remind drinkers what they're dealing with.
The whiskey hits the nose with sassafras and vanilla, two cornerstone flavors of traditional root beer, layered over aged bourbon. On the palate, drinkers get sharp root beer notes—sassafras, vanilla, licorice, molasses—combined with caramel and honey tones from the bourbon base. The finish lingers with sweetness and spicy sassafras heat.
Pricing and Availability
Rebel Root Beer Whiskey is rolling out nationwide right now. A 750-milliliter bottle carries a minimum suggested retail price of $19.99, positioning it as an affordable option for those curious about flavored whiskeys or looking for something to mix. The brand is also offering 50-milliliter bottles at 99 cents, which makes sampling the product a low-risk proposition.
Those price points matter. While premium bourbon has climbed into three-figure territory in recent years, this sits firmly in the budget-friendly range that's accessible to casual drinkers and those who want to experiment without a major investment.
How They're Marketing It
Philip Lux, the brand manager for Rebel Bourbon, addressed the return directly. "We listened to the real trailblazing rebels out there, and brought back Rebel Root Beer," Lux said. "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."
That messaging—no rules, trailblazing, rebellion—runs through everything the brand does. The bottle itself features an illustration of a frothy root beer mug next to a bourbon barrel, making it instantly recognizable on the shelf. The visual approach is deliberate and different from the traditional bourbon aesthetic of muted colors and historical imagery.
The brand is also pushing into bars and restaurants with what they're calling on-premise consumer activation. That means giveaways of merchandise like stickers, coasters, t-shirts, and hats, all carrying "Shoot the Root" branding. They're also providing shot machines to establishments, ensuring the whiskey can be served properly chilled.
For consumers trying to track down a bottle, Rebel Bourbon maintains a product locator on their website that shows which local retailers have it in stock.
The Rebel Bourbon Story
Understanding this product means understanding where it comes from. Rebel Bourbon is distilled in Bardstown, Kentucky, at Lux Row Distillers by Master Distiller John Rempe. The brand has positioned itself as the bourbon for people who don't follow conventions, though the whiskey itself is made using time-tested methods.
That wheated mash bill goes back to 1849, giving the brand legitimate historical credentials even as it experiments with modern flavored expressions. The contrast between tradition and innovation defines what Rebel is trying to accomplish.
The brand has earned serious recognition in spirits competitions. Rebel 10-Year Single Barrel took home Single Barrel American Whiskey of the Year at the 2025 Bartender Spirits Awards. That same expression also won a double platinum medal at the 2025 ASCOT Awards, a double gold medal at the 2025 San Francisco World Spirits Competition, and a double gold medal plus Consumer's Choice Award at the 2025 SIP Awards.
Those accolades matter because they demonstrate that beneath the unconventional marketing and the flavored line extensions, there's serious whiskey-making happening. The brand isn't just playing around with flavors and gimmicks—it's producing bourbon that industry professionals and consumers are recognizing as exceptional.
How to Drink It
The brand suggests several approaches. Drinking it neat lets the root beer and bourbon flavors come through without interference. Chilling it emphasizes the sweeter notes and makes it go down easier. Mixing it with cola creates a layered sweetness that some will find interesting and others might find overwhelming.
The lack of rules Lux mentioned means drinkers can figure out what works for them. Some might prefer it as a shot, served cold. Others might use it in cocktails that call for bourbon but benefit from additional sweetness and spice. There's no wrong answer, which is probably the point.
The Company Behind It
Rebel Bourbon is produced by Luxco, a company founded in St. Louis in 1958 by the Lux family. The operation has grown substantially since those early days, and it now functions as the Branded Spirits division of MGP Ingredients Inc. following an acquisition in 2021.
The portfolio extends well beyond Rebel. Luxco operates four distilleries. Ross & Squibb Distillery in Lawrenceburg, Indiana, produces Penelope and Remus bourbon. Lux Row Distillers in Bardstown, Kentucky, is home to Rebel, Ezra Brooks, and Blood Oath bourbons. Limestone Branch Distillery in Lebanon, Kentucky, makes Yellowstone Bourbon. Down in Arandas, Mexico, Destiladora Gonzalez Lux produces several 100% agave tequilas including Cortada, El Mayor, Escasa, and Exotico.
That diversification shows a company that's not putting all its resources into one category or one brand. They're covering multiple bases, from traditional bourbon to experimental flavored whiskeys to premium tequila.
What This Says About the Market
The return of Rebel Root Beer Whiskey says something about where the spirits industry is right now. Flavored whiskeys had their moment several years ago, then seemed to fade as consumers moved toward higher-proof, more traditional expressions. But there's clearly still a market for products that don't take themselves too seriously.
This isn't trying to be a collector's item or a special-occasion bottle. It's positioned as something approachable and fun, something to have at a backyard gathering or a casual night at home. The pricing reinforces that—nobody's going to feel bad about mixing a $19.99 bottle or serving it as shots to friends.
The fact that consumer demand brought it back also suggests that the brand is paying attention to what people actually want rather than just pushing what's easiest to produce. That kind of responsiveness matters in a crowded market where every shelf is packed with options.
For those who remember the original release, this is a chance to revisit something they enjoyed. For those who missed it the first time, it's an opportunity to try something genuinely different in the bourbon category. Whether it becomes a permanent fixture again or remains a limited-run product will depend on how people respond this time around.
The whiskey is hitting stores now, and the brand is clearly betting that there's an audience ready to embrace something that breaks from bourbon tradition while still respecting where it comes from.
