Rebel Bourbon Revives Root Beer Whiskey Amid Flavored Spirit Boom

ST. LOUIS, MO – January 13, 2026 – In a move that underscores the power of consumer demand and the enduring appeal of nostalgic flavors, Rebel Bourbon has announced the return of its fan-favorite Rebel Root Beer Whiskey. The flavored spirit, which blends the brand’s traditional wheated bourbon with the creamy, bold taste of root beer, is rolling out nationwide this month, signaling a strategic embrace of the rapidly expanding flavored whiskey market.

Bottled at an approachable 70 proof (35% ABV), Rebel Root Beer is positioned as an accessible indulgence, with a minimum suggested retail price of $19.99 for a 750mL bottle. The re-launch comes after a period of absence, during which the company noted persistent calls for its return.

"We listened to the real trailblazing rebels out there, and brought back Rebel Root Beer," said Philip Lux, Rebel Bourbon brand manager, in a statement. "It's available in a variety of size options for enjoying neat, chilled, in cola cocktails and more. Rebel Root Beer is fun and tasty, but doesn't have any rules – on purpose."

This reintroduction is more than just the revival of a single product; it's a calculated decision that taps directly into several powerful currents shaping the modern spirits industry.

Riding the Wave of Flavored Spirits

The return of Rebel Root Beer Whiskey is timed perfectly to capitalize on the explosive growth of the flavored spirits category. Once a niche segment, flavored whiskey has become a dominant force, accounting for nearly a quarter of the total whiskey volume sold today. Market data reveals a staggering 34% increase in flavored whiskey volumes between 2019 and 2023, and projections show the global market could reach over $35 billion by 2034.

This growth is largely fueled by a new generation of drinkers, particularly Millennials and Gen Z, who demonstrate a pronounced preference for diverse, approachable, and often novel taste experiences. These consumers are less bound by tradition and more open to experimentation, making flavored spirits an attractive entry point into the broader world of whiskey. The sweet, familiar, and nostalgic profile of root beer—with its characteristic notes of sassafras, vanilla, and licorice—is tailor-made to appeal to this demographic.

Nostalgia itself has become a potent ingredient in the food and beverage industry. In a competitive landscape, brands are increasingly leveraging familiar, comforting flavors from the past to create an immediate emotional connection with consumers. Rebel Root Beer, with its promise of a classic soda fountain taste infused with the warmth of bourbon, is a prime example of this strategy in action.

A Rebel's Balancing Act: Heritage Meets Innovation

For a brand like Rebel, which traces its lineage back to a wheated mash bill recipe from 1849 invented at the legendary Stitzel-Weller distillery, launching a flavored product is a delicate balancing act. The challenge lies in embracing innovation and expanding market appeal without diluting a hard-won reputation for traditional craftsmanship. Rebel appears to be navigating this by grounding its flavored offering in its core product: Rebel Straight Bourbon Whiskey.

By using its award-winning wheated bourbon as the base, the company maintains a throughline of quality and authenticity. This strategy allows Rebel to present Rebel Root Beer not as a departure from its identity, but as an extension of it—an "unconventional twist" on a time-honored recipe. This is crucial for a brand that also produces highly decorated premium expressions, such as the Rebel 10-Year Single Barrel, which was named Single Barrel American Whiskey of the Year at the 2025 Bartender Spirits Awards.

The decision to bottle at 70 proof is also a standard and strategic practice within the flavored category. While this technically classifies the product as a "spirit drink" rather than a straight whiskey, the lower alcohol content results in a smoother, less intimidating profile that enhances its mixability and appeal to those new to the spirit. The flavor profile is described as a blend of classic sharp root beer flavors of sassafras and vanilla with the underlying caramel and honey notes of the bourbon, designed to create a layered experience rather than a simple, sugary confection.

An Accessible Pour for a New Generation

With its sub-$20 price point, Rebel Root Beer Whiskey is aggressively positioned to capture the entry-level and budget-conscious segments of the market. This pricing strategy makes it an "affordable indulgence" and a low-risk trial for consumers curious about flavored whiskey. It's a gateway product designed to build brand familiarity and loyalty with a broader audience.

The marketing strategy surrounding the launch reinforces this focus on fun and accessibility. The distinctive label, featuring a frothy mug of root beer beside a bourbon barrel, is designed to be eye-catching on a crowded retail shelf. Furthermore, the on-premise activation plans, which include merchandise giveaways under the playful "Shoot the Root" branding and the deployment of shot machines for serving chilled pours, are aimed at creating a vibrant and engaging consumer experience in bars and restaurants.

This approach places Rebel Root Beer in direct competition with flavored whiskey titans like Fireball and Crown Royal's fruit-flavored variants. However, by choosing a unique and nostalgic flavor profile, Rebel is carving out its own space rather than competing directly on popular apple or cinnamon notes. The brand is betting that the novelty and comforting familiarity of root beer will be a compelling differentiator in a market constantly seeking the next big thing.