This year marks an exciting time for the Rebel Yell® brand. Not only has Rebel Yell® debuted two brand new flavors and created a limited edition label for the Sturgis® Motorcycle Rally™, they’re also soaring in sales and consumer engagement, and pushing the envelope with next-level sweepstakes that engage enthusiasts across vastly different industries.
Following a packaging update in 2014, there is a renewed energy around Exotico® tequila, and that energy is evident in the numbers. Having experienced triple-digit growth year over year, Exotico® has been chosen as a focus brand for Luxco in 2016, which will increase its case volume by almost 200% compared to last year. Having narrowed the brand’s market focus for a more measurable impact, Exotico® has chosen Chicago, Denver, and Dallas as its key markets for 2016.
Rebel Yell® is proud to introduce two new flavors to the brand’s portfolio with the introduction of Rebel Yell® Ginger Whiskey and Rebel Yell® Root Beer Whiskey. Bottled at 70 proof, Rebel Yell® Ginger and Root Beer Whiskies hit the market in April and May of 2016 respectively, offering an opportunity to gain attention from new millennial drinkers and continue the brand’s explosive sales growth with two new varieties in distribution.
Luxco’s latest acquisition is no ordinary liquor brand. VEEV® Spirits, formerly a Los Angeles-based company, was purchased in March from its founders Courtney and Carter Reum. VEEV® offers an all-natural product lineup including VEEV® Spirit, a 70 proof vodka alternative, and VitaFrute Cocktails by VEEV®, the first line of certified organic ready-to-drink cocktails.
Wearing hard hats and holding shovels, Donn, Michele, and I were able to represent our Luxco team and join this distinguished group in breaking ground on the property, marking the official launch of this exciting new venture for Luxco. We were pleased to be able to share this special moment with our colleagues in the bourbon industry as well.
Gov. Matt Bevin joined local officials and executives from Luxco, a distilled spirits company, in breaking ground on an approximately $30 million distillery in Bardstown that will create 34 full-time jobs.
October 13, 1997 proved to be a fateful day for Luxco’s very own Dawn Brown. That day began Dawn’s career at Luxco, and would prove to be exactly what her profession had in store for her.
Ibotta is a mobile rebate service that gives consumers the chance to save money and earn cash rewards by performing free tasks via their mobile app. Last year Rebel Yell teamed up with Ibotta, aiming to expand our consumer reach and engagement.
January marked the beginning of a new era for the Rebel Yell brand as it was formally launched in the United Kingdom by premium independent distributor, Cellar Trends. A family-owned business, Cellar Trends is a distributor that builds premium brands and focuses on delivering high-quality drinking experiences to even the most discerning of connoisseurs.
Last year was one of the most successful years yet for Luxco’s tequila portfolio. Exotico and El Mayor experienced huge growth and category performance, outpacing the competition and winning a laundry list of prestigious awards.
For many years, Luxco has actively employed men and women who have served and protected our country in the armed forces. In an effort to meet more qualified ex-servicemen and women to fill openings within our company, we teamed up with military recruiter Bradley Morris, Inc. for a Military Hiring Conference in late 2015.
