Rebel Yell bourbon has an interesting history that has seen several changes over the years. Originally produced by the Stitzel-Weller Distillery in Kentucky, it was known for its distinct flavor profile and affordability. However, as the years went on, the brand underwent a series of transformations.
In 1972, the Stitzel-Weller Distillery closed down, and the Rebel Yell brand was sold to the David Sherman Corporation, a spirits importer based in St. Louis, Missouri. Under their ownership, Rebel Yell bourbon continued to be produced, but it shifted from being a small-batch bourbon to a more widely available brand.
In 1999, David Sherman Corporation sold Rebel Yell to Luxco, a company based in St. Louis. Luxco expanded the distribution of Rebel Yell nationally, making it more accessible to bourbon enthusiasts across the United States. During this time, Rebel Yell gained a loyal following due to its smooth taste and affordable price point.
However, in recent years, the brand faced criticism and controversy due to its association with Confederate iconography. The name “Rebel Yell” was seen by some as glorifying the Confederate South and its history of slavery. In response to this, Luxco made the decision to rebrand the bourbon in 2020, shortening the name to simply “Rebel” in order to distance it from any Confederate connotations.
The rebranding aimed to focus on the rebellious spirit and independent nature of the brand, rather than any controversial historical connections. This move was seen as a way to make the bourbon more inclusive and appealing to a wider audience.
Additionally, in April 2021, MGP Ingredients, a leading supplier of distilled spirits, completed its acquisition of Luxco. This acquisition brought Rebel Yell under the MGP umbrella, joining a portfolio of other well-known spirits brands.
The future of Rebel Yell under MGP Ingredients remains to be seen, but it is likely that they will continue to produce and distribute the bourbon, building upon its existing popularity and making it more widely available to bourbon enthusiasts.
Rebel Yell bourbon has had a journey filled with changes and adaptations. From its origins at the Stitzel-Weller Distillery to its rebranding as Rebel, the brand has evolved to meet the changing tastes and sensitivities of consumers. With its acquisition by MGP Ingredients, Rebel Yell is poised to continue its legacy as a beloved bourbon brand with a focus on quality, accessibility, and inclusivity.