Rebel Bourbon
has signed a multi-race, multi-year partnership with
Richard Childress Racing
to become the official bourbon of the team and sponsor driver
Kyle Busch
. Busch will race the No. 8
Rebel Bourbon Chevrolet
in select races during the 2024 and 2025 NASCAR Cup Series seasons. The partnership begins with the Spring race at
Richmond Raceway
on
March 31
. Rebel Bourbon branding will be featured on Busch's car, uniform, helmet, and other elements throughout the 2024 racing season.
Richard Childress Racing
will provide Rebel Bourbon with strategic content, marketing, and communications support.
Key Highlights:
* Rebel Bourbon becomes the official bourbon of
Richard Childress Racing
*
Kyle Busch
will race the No. 8
Rebel Bourbon Chevrolet
in select races during the 2024 and 2025 NASCAR Cup Series seasons
* The partnership begins with the Spring race at
Richmond Raceway
on
Sunday, March 31
Original Press Release:
Welcome, North Carolina
,
Jan. 9
--
MGP Ingredients
issued the following news release:
- Rebel Bourbon to
Sponsor Richard Childress Racing
and Driver
Kyle Busch
in the NASCAR Cup Series
Bardstown, Kentucky
-based Rebel® Bourbon has signed a sponsorship agreement with
Richard Childress Racing
to become an official sponsor, positioning the award-winning bourbon as the official bourbon of
Richard Childress Racing
, the No. 8 Chevrolet, and two-time NASCAR Cup Series Champion
Kyle Busch
. Busch will race the No. 8
Rebel Bourbon Chevrolet
in select races during the 2024 and 2025 NASCAR Cup Series seasons, beginning with the Spring race at
Richmond Raceway
on
Sunday, March 31
.
“We looked at a lot of sponsorship opportunities across several different leagues, and this was the perfect fit,” said
Philip Lux
, brand manager for Rebel Bourbon. “We didn’t just want to put our logo on something and call it a day. We wanted a team who does their own thing and embodies the essence of our brand. With Kyle and the RCR team, we found the perfect partner to bring the spirit and attitude of the Rebel brand to fans who feel the same way.”
Kyle Busch’s No. 8 Car will be fully wrapped in Rebel Bourbon branding for multiple races during the 2024 and 2025 NASCAR Cup Series seasons. Rebel branding will also appear on Kyle’s uniform, helmet, and other elements throughout the 2024 racing season.
“Rebel Bourbon’s award-winning wheated recipe is known for defying trends and being unapologetically bold, which are arguably all qualities that have contributed to the success of both
Richard Childress Racing
and Kyle Busch,” said
Torrey Galida
, president of
Richard Childress Racing
. “We’re proud to partner with Rebel Bourbon and to help further introduce their surprisingly smooth but never soft-spoken spirits to
NASCAR
fans.”
RCR will provide Rebel Bourbon with strategic content, and marketing and communications support for the program. Visit rcrracing.com and rebelbourbon.com to learn more about the partnership in the coming weeks. View our partnership video on YouTube at https://youtu.be/ngOcWZg3kVQ.
Rebel Bourbon and
Richard Childress Racing
remind everyone 21 and older to drink responsibly – and never drink and drive.
About Rebel® Bourbon
Distilled in
Bardstown, Kentucky
, by Lux Row Distillers Master Distiller
John Rempe
, Rebel Bourbon features a wheated mash bill that is true to its original recipe dating back to 1849. Known for its smoother, sweeter flavor, highlighted by delicious caramel and vanilla flavor notes, Rebel celebrates the “Rebel spirit in all of us” – especially those who embrace freedom, defiance and a little attitude. In 2023, Rebel Bourbon 10 Year Single Barrel Kentucky Straight Bourbon Whiskey was awarded a gold medal at the
San Francisco World Spirits Competition
and a Double Platinum ASCOT award. The brand’s Rebel 100 Kentucky Straight Bourbon Whiskey was awarded gold medals at the 2023 SIP and ASCOT awards.
About Luxco®
Founded in
St. Louis
in 1958 by the Lux Family, Luxco® is a leading producer, supplier, importer and bottler of beverage alcohol products. Our mission is to meet the needs and exceed the expectations of consumers, associates and business partners. Merged with MGP®
Ingredients, Inc.
in 2021 (Nasdaq: MGPI),
Luxco
operates as MGP’s Brands Division and manages all MGP/Luxco brands. This extensive and award-winning spirits portfolio includes well-known brands from four distilleries:
Bardstown, Kentucky
-based Lux Row Distillers®, home of Ezra Brooks®, Rebel®, Blood Oath®, David Nicholson® and Daviess County®;
Lebanon, Kentucky
-based Limestone Branch Distillery®, maker of Yellowstone® Kentucky Straight Bourbon Whiskey, Minor Case® Straight Rye Whiskey and Bowling & Burch® Gin;
Jalisco, Mexico
-based Destiladora González Lux, producer of 100% agave tequilas, El Mayor®, Exotico® and Dos Primos®; and Ross & Squibb® Distillery in
Lawrenceburg, Indiana
, where Remus® Straight Bourbon Whiskey and Rossville Union® Straight Rye Whiskey are produced. The innovative and high-quality brand portfolio also includes Penelope® Bourbon, Everclear® Grain Alcohol, Pearl® Vodka, Saint Brendan’s®
Irish Cream
, The Quiet Man™ Irish Whiskey, Green Hat® Gin and other well-recognized brands. For more information about the company and its brands, visit luxco.com.
About
Richard Childress Racing
:
Richard Childress Racing
(www.rcrracing.com) is a renowned, performance-driven racing, marketing and manufacturing organization. Incorporated in 1969, RCR has celebrated over 50 years of racing and earned more than 200 victories and 16 championships, including six in the NASCAR Cup Series with the legendary
Dale Earnhardt
. RCR was the first organization to win championships in the NASCAR Cup Series, NASCAR Xfinity Series and NASCAR Truck Series and is a three-time winner of the Daytona 500 (1998, 2007, 2018). Its 2024 NASCAR Cup Series lineup includes two-time NASCAR Cup Series champion
Kyle Busch
(No. 8 Chevrolet) and 2017 Coca-Cola 600 winner and 2018 Daytona 500 champion
Austin Dillon
(No. 3 Chevrolet). RCR fields a full-time NASCAR Xfinity Series program with
Jesse Love
(No. 2 Chevrolet) and
Austin Hill
(No. 21 Chevrolet).
Source:
MGP Ingredients
[Category: Partnerships and Alliances, Procurement and Sales]
