‘Unapologetically Bold’ Rebel Bourbon Zooms Into Racing By Sponsoring NASCAR Champ Kyle Busch
Lux Row Master Distiller John Rempe stands in front of the No. 8 Rebel Bourbon car at Lux Row Distillers in Bardstown, Kentucky. Rebel will sponsor Richard Childress racer Kyle Busch. (Photo: Lux Row Distillers)
On Tuesday, Lux Row Distillers announced a partnership spanning multiple races and years between its brand, Rebel Bourbon, and Richard Childress Racing. The NASCAR champion Kyle Busch will race in the No. 8 Rebel Bourbon Chevrolet, wrapped with a bespoke label promoting the bourbon brand. The car is set to race during the 2024 and 2025 NASCAR Cup Series seasons, starting at Richmond Raceway on March 31.
Kyle Busch is an American professional stock car racing driver and racing team owner. He is known for driving the No. 8 Chevrolet Camaro ZL1 for Richard Childress Racing. Busch has won over 60 NASCAR Cup races and is one of two multi-time champions.
Rebel Bourbon is one of the brands under the parent company Luxco, which was founded in 1958. In 2021, Luxco merged with the Indiana mega-producer, MGP.
“We looked at a lot of sponsorship opportunities across several different leagues, and this was a perfect fit,” Rebel Bourbon Brand Manager Phillip Lux said in a news release. “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.”
Rebel Bourbon branding will additionally appear on the two-time NASCAR Cup Series Champion’s uniform, helmet and other elements throughout this year’s 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,” Richard Childress Racing President Torrey Galida said in a statement. “We’re proud to partner with Rebel Bourbon and to help further introduce their surprisingly smooth but never soft-spoken spirits to NASCAR fans.”
In May, Rebel Bourbon struck a deal to become the Official Bourbon of the Premier Lacrosse League. The brand’s logos were set to be featured on the league’s penalty boxes and jerseys.
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