Rebel Yell was originally marketed as a bourbon for the deep south, but this changed in the late 1980s as it became available nationwide. In January, 2015, Rebel Yell underwent another re-branding to appeal to a new, younger demographic. Apparently it worked; the new look caught my attention and resulted in this review. (For an interesting inside look at marketing tactics, read this). But as I think about the recent national focus on racism and Confederate symbolism, I can't help but ask: Is it time for Rebel Yell to make a more drastic change? In a new book, historian Craig Warren calls the rebel yell "a more prominent symbol of Southern defiance than even the Confederate battle flag." As our culture continues to look into its past to uncover and correct implicit and often unintended reminders of racism, Rebel Yell has the opportunity to be a proactive industry and cultural leader. But what do you think? Should Rebel Yell change its name?
Rebel Yell Bourbon Whiskey:
Nose: Cinnamon, spices, orange, clove, sour mash.
Taste: Cinnamon, spices, butter, raisins, with a Jack Daniels-like finish. Smooth for a $10 whiskey.
For some tasty mixology and cocktail recipes, check out this page.