Rebel Bourbon
Rebel Bourbon is a privately held wheated bourbon brand owned by Luxco Inc., produced at Lux Row Distillers on the Kentucky Bourbon Trail and sold nationwide through retail, e-commerce, and a distillery visitor center. The portfolio spans flagship, premium, flavored, and limited-edition NASCAR-themed expressions serving bourbon enthusiasts, lifestyle drinkers, and collectors.
- Company typePrivate
- Founded1849
- HeadquartersSt Louis, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rebel Bourbon does
Rebel Bourbon is a wheated bourbon whiskey brand tracing its mash bill to an 1849 recipe, currently owned by Luxco Inc., a privately held beverage company headquartered in St. Louis, Missouri. Production occurs at Lux Row Distillers, an 18,000-square-foot facility in Bardstown, Kentucky on the Kentucky Bourbon Trail, equipped with a Vendome copper still, aging warehouses, an 18th-century stone farmhouse, and a visitor center. The brand's core technology is the wheated bourbon recipe (corn, wheat, and malt, replacing rye for a softer character), aged in new charred American white oak barrels, with a hand-selected single-barrel program that bottles each barrel individually with barrel number, proof, and "aged since" labels.
The product portfolio spans flagship Kentucky Straight Bourbon at 80 proof, Rebel 100 at 100 proof, Rebel 100 Aged 6 Years, Small Batch Reserve at 110 proof, 10-Year Single Barrel, Straight Rye Whiskey, and flavored variants (Root Beer, Butter Pecan, Butter Pecan Cream, Ginger Whiskey), plus limited-edition NASCAR-themed collaborations led by the Kyle Busch 108 Single Barrel program (currently annual, 2026 release priced at $39.99 per 750mL bottle). Distribution runs through nationwide liquor retail, supermarket, and specialty channels, supplemented by DTC e-commerce (shopluxcobrands.com) and the distillery visitor center.
Rebel's go-to-market combines event-driven marketing (NASCAR partnerships with Kyle Busch and Richard Childress Racing, bottle signings, race-market appearances, St. Louis Blues NHL sponsorship), community-led engagement ("Band of Rebels" email program, Rebels Uncaged motorcycle contest, #REBELBOURBON social presence), and content marketing through The Rebelrouser blog and a cocktail recipe library. Revenue mechanics are unit-based per-bottle pricing across the portfolio, sold to long-tail individual consumers; brand-level financials are not separately disclosed as Rebel operates within the private Luxco portfolio alongside Ezra Brooks, Blood Oath, and David Nicholson.
Rebel Bourbon firmographics
Firmographics- Name
- Rebel Bourbon
- Legal name
- Luxco Inc.
- Website
- https://rebelbourbon.com
- Company type
- Private
- Founded year
- 1849
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rebel Bourbon is a privately held wheated bourbon brand owned by Luxco Inc., produced at Lux Row Distillers on the Kentucky Bourbon Trail and sold nationwide through retail, e-commerce, and a distillery visitor center. The portfolio spans flagship, premium, flavored, and limited-edition NASCAR-themed expressions serving bourbon enthusiasts, lifestyle drinkers, and collectors.
- Ownership category
- akta.pro rank
Rebel Bourbon industry classification
Industry- Product category
- Bourbon Whiskey
- NAICS
- Distilleries (312140)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industry
- Distilleries (Tasting Rooms) (THAFALAG)
Keywords
Where Rebel Bourbon is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Rebel Bourbon business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Bourbon and Whiskey Product Sales: Direct sales of Rebel Bourbon whiskey products including Kentucky Straight Bourbon, Rebel 100, Single Barrel expressions, Root Beer Whiskey, Butter Pecan Bourbon Cream, Ginger Whiskey, Straight Rye Whiskey, and Small Batch Reserve. Products sold through e-commerce, retail locations, and distributor networks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Kyle Busch 108 Single Barrel Bourbon 2026 - Limited edition single barrel bourbon selected by Kyle Busch |
| Unit Pricing | Pay-as-you-go | Kentucky Straight Bourbon - 80 proof flagship expression |
| Unit Pricing | Pay-as-you-go | Rebel 100 6-Year - Aged six years at 100 proof |
| Unit Pricing | Pay-as-you-go | Small Batch Reserve - Handpicked barrels at 110 proof |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Rebel Bourbon product offering
Product offeringCore offering
Rebel Bourbon produces and sells a portfolio of wheated Kentucky straight bourbon whiskeys, along with rye whiskey, flavored whiskeys, and limited-edition single barrel releases, all distilled and aged at the Lux Row Distillers facility in Bardstown, Kentucky on the Kentucky Bourbon Trail. Products are sold direct-to-consumer through the brand's e-commerce shop and the Lux Row Visitor Center, and distributed nationwide through liquor retailers and wholesalers.
Product overview
Rebel Bourbon is a wheated bourbon whiskey brand owned by Luxco/Lux Row Distillers, located in Bardstown, Kentucky on the Kentucky Bourbon Trail. The product portfolio includes core straight bourbon expressions (Kentucky Straight Bourbon at 80 proof, Rebel 100 at 100 proof, Rebel 100 Aged 6 Years), premium offerings (Small Batch Reserve, 10-Year Single Barrel), flavored variants (Root Beer, Butter Pecan, Butter Pecan Cream, Ginger Whiskey), straight rye whiskey, and limited-edition collaboration products (Kyle Busch 108 Single Barrel selected by NASCAR driver Kyle Busch). The brand also publishes cocktail recipes for consumers. Products are distributed nationally and available for purchase online and at retail locations.
Differentiator
Problem solved
Functional benefit
Brands
- Rebel 100: 100 proof Kentucky Straight Bourbon whiskey, a higher-proof version of the original recipe
- 10-Year Single Barrel Bourbon
- Rebel KB108 (Kyle Busch 108)
- Small Batch Reserve
- Straight Rye Whiskey
- Root Beer Whiskey
- Butter Pecan Bourbon Cream
- Band of Rebels
Products and services
- Kentucky Straight Bourbon Flagship wheated bourbon bottled at 80 proof (40% ALC/VOL), featuring honey and butter notes with raisin and warm spice finish; made from corn, wheat, and malt.
- Rebel 100 (100 Proof Bourbon) Bolder wheated bourbon bottled at 100 proof with a signature honey-butter flavor profile.
- Rebel 100 Aged 6 Years Wheated bourbon aged six years and bottled at 100 proof, featuring dark fruits, citrus, oak, and a velvety smooth finish with hint of spice.
- Straight Rye Whiskey 100 proof straight rye whiskey with a warm, spicy profile designed to stand up to bold flavors.
- Root Beer Whiskey Wheated bourbon infused with bold and creamy root beer flavor featuring classic sassafras and vanilla notes.
- Butter Pecan Bourbon Wheated bourbon with natural butter pecan flavor infusion.
- Small Batch Reserve Barrels handpicked by master distiller John Rempe with standout honey and vanilla flavor notes; blended in small batches at 110 proof (55% ALC/VOL).
- 10-Year Single Barrel Bourbon Wheated bourbon aged for 10 years in new American charred white oak barrels; unique flavor profile per barrel with caramel, vanilla, dark fruit, and oak notes; winner of World's Best Single Barrel Bourbon 2020 (Whisky Magazine World Whiskies Awards).
- Kyle Busch 108 Single Barrel Bourbon (KB108) Handcrafted wheated bourbon aged at least four years and bottled at 108 proof; barrels hand-selected by NASCAR driver Kyle Busch; each bottle includes barrel number, proof, and aged since date; honors Kyle Busch's No. 8 Chevrolet.
- Kyle Busch 108 V2 Single Barrel Bourbon (KB108 V2) 2026 release of the Kyle Busch 108 Single Barrel Bourbon program with new Version Two label and fresh selection of barrels personally picked by Kyle Busch; aged at least four years and bottled at 108 proof; available nationwide at $39.99 per 750mL bottle.
Quantifiable outcome
- Platinum Medal at SIP Awards 2018
- +3 more outcomes
Companies that use Rebel Bourbon
Customer profileSegments3 records
Ideal customer profiles3 records
Rebel Bourbon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Rebel Bourbon partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Kyle BuschcoreNASCAR driver Kyle Busch serves as the official barrel selector for the Rebel Bourbon Kyle Busch 108 Single Barrel program. This annual limited-edition release features hand-selected barrels by Busch in collaboration with Master Distiller John Rempe. The partnership includes bottle signings, race market appearances, and NASCAR event marketing throughout the racing season.
- Richard Childress RacingcoreRebel Bourbon has amped up its partnership with Richard Childress Racing, featuring the Rebel Bourbon branding on the No. 8 Chevrolet in the NASCAR Cup Series.
- St. Louis BluesminorSponsorship partnership celebrating Missouri spirit where the grit and camaraderie of the St. Louis Blues meet the bold legacy of Rebel Bourbon. Includes the Rebel Bourbon Bar at Portal 6.
- Lux Row DistillerscoreLux Row Distillers is the official home of Rebel Bourbon, located in Bardstown, Kentucky on the Kentucky Bourbon Trail. The facility produces all Rebel Bourbon products and offers visitor center tours and tastings.
- Luxco Inc.coreLuxco Inc. is the parent company of Rebel Bourbon, headquartered in St. Louis, Missouri. The company owns multiple bourbon brands including Ezra Brooks, Blood Oath, and David Nicholson.
Scale indicators3 records
Recent moves7 records
Expansion highlights4 records
Rebel Bourbon competitors and assessment
Company assessmentBroad incumbents
- Jim Beam: Beam Suntory's flagship bourbon brand. While typically priced below Rebel, it competes at retail and on-premise for bourbon consumer occasions and shelf real estate.
- Woodford Reserve: Brown-Forman's premium Kentucky bourbon with strong double-gold credentials and Bourbon Trail presence. Competes at the higher end of Rebel's portfolio, particularly the Small Batch Reserve and 10-Year Single Barrel.
- Wild Turkey: Campari Group's Kentucky bourbon portfolio (Wild Turkey 101, Rare Breed, Russell's Reserve) that competes across Rebel's price ladder. Both brands leverage NASCAR-adjacent, blue-collar, heartland branding.
- Bulleit Bourbon: Diageo's high-rye Kentucky bourbon that competes with Rebel at similar $25-$40 price points in on-premise and off-premise channels. Targets overlapping craft-cocktail and lifestyle consumer segments.
- Evan Williams: Heaven Hill's Kentucky bourbon brand that competes with Rebel's flagship Kentucky Straight Bourbon at value price points on retail shelves and in cocktail applications.
- Four Roses: Kentucky bourbon with a strong single-barrel program and visitor center on the Bourbon Trail. Competes with Rebel for both bottled product sales and Bourbon Trail tourism traffic.
Direct peers
- Maker's Mark: Beam Suntory's flagship wheated bourbon, the closest direct competitor to Rebel in the wheated-bourbon category. Competes head-to-head with Rebel 100 and Small Batch Reserve on shelf space and consumer occasion.
- W.L. Weller: Buffalo Trace's allocated wheated bourbon line that includes Weller Special Reserve and Antique 107. The cult/allocated status of Weller sets the upper bound on wheated-bourbon pricing and demand that Rebel competes against.
- Blood Oath: Lux Row Distillers' allocated, ultra-premium bourbon line. As a sister brand produced in the same Bardstown facility, it competes internally with Rebel's Small Batch Reserve and 10-Year Single Barrel for enthusiast shelf placement and collector dollars.
- Ezra Brooks: Sibling bourbon brand also produced at Lux Row Distillers under Luxco. Directly competes for internal portfolio attention, retail shelf placement, and promotional spend within the same parent company.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Rebel Bourbon social profiles
Digital presenceRebel Bourbon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rebel Bourbon leadership team
Management profileNumber of profiles
Profiles3 records
Rebel Bourbon subsidiaries and ownership
Company hierarchySubsidiaries1 record
Rebel Bourbon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rebel Bourbon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rebel Bourbon
What does Rebel Bourbon do?
Rebel Bourbon produces and sells a portfolio of wheated Kentucky straight bourbon whiskeys, along with rye whiskey, flavored whiskeys, and limited-edition single barrel releases, all distilled and aged at the Lux Row Distillers facility in Bardstown, Kentucky on the Kentucky Bourbon Trail. Products are sold direct-to-consumer through the brand's e-commerce shop and the Lux Row Visitor Center, and distributed nationwide through liquor retailers and wholesalers.
Is Rebel Bourbon a public or private company?
Rebel Bourbon is a private company. It is classified as family owned and is currently operating.
When was Rebel Bourbon founded?
Rebel Bourbon was founded in 1849. It employs 1 to 10 people.
Where is Rebel Bourbon based?
Rebel Bourbon is headquartered in St Louis, United States, in the North America region.
How does Rebel Bourbon make money?
One revenue line is on record: bourbon and Whiskey Product Sales.
Who are Rebel Bourbon's main competitors?
Broad incumbents on record are Jim Beam, Woodford Reserve, Wild Turkey, Bulleit Bourbon, Evan Williams and Four Roses. Direct peers are Maker's Mark, W.L. Weller, Blood Oath and Ezra Brooks.
Does Rebel Bourbon have an API?
No public API is recorded for Rebel Bourbon.
What industry is Rebel Bourbon in?
Rebel Bourbon's product category is Bourbon Whiskey. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of THAFALAG, Distilleries (Tasting Rooms). Its NAICS code is 312140 and its SIC code is 5180.