The new bottle features an embossed rounded shoulder in addition to a revised front and back label. The new bottle is topped with a matted capsule closure and a natural cork, further enhancing the packaging, which was designed by David Cole.

In addition to the new packaging, the brand is launching a new variant this year: Rebel Yell Kentucky Straight Bourbon 100 proof. This whiskey – crafted according to the original time-honored recipe with a smooth ‘wheated’ mash bill – features honey, vanilla and caramel notes followed by oaky tones and a deep, warm finish.

“Our traditional 80 proof Rebel Yell is an approachable bourbon, softer on the palate than the new 100 proof Rebel Yell, which brings a bit more bite in the finish,” says John Rempe, head distiller at Lux Row Distillers. “We wanted to offer consumers a higher proof option in this brand family, and this bourbon holds up well with balance of smoothness and flavor, whether providing fuller flavor in a cocktail or as a sipper.”