Published Date

Lux Row Distillers – the Bardstown, Kentucky, home of the Ezra Brooks, Rebel, Daviess County, David Nicholson and Blood Oath bourbon brands – has added two SKUs to its repertoire of offerings at retail. Beginning in June, the distillery’s Ezra Brooks 99 and Rebel 100 brands will be available in 1.75L bottles at a minimum suggested retail price of $44.99 and $35.99, respectively.

Introduced in early 2021, Ezra Brooks 99 is a pure, oak-barrel-aged Kentucky Straight Bourbon Whiskey elevated to 99 proof. Charcoal filtered for a smooth, mellow finish, Ezra Brooks 99 features the same spicy, ryed-bourbon-mash-bill taste as the original Ezra Brooks, but with an enhanced flavor profile delivered by the higher proof. Introduced in 2019, Rebel 100 is a smooth wheated bourbon that offers the same round body and full flavor of the original Rebel Bourbon but takes it a step further by dialing up the proof to 100.

The level of sales success enjoyed by both Ezra Brooks 99 and Rebel 100 is a key factor in the decision made at Lux Row Distillers to expand these brand offerings by including both variants in 1.75L bottles.

“Since their respective launches in 2019 and 2021, Rebel 100 and Ezra Brooks 99 have been very popular with our customers,” said Eric Winter, whiskey brand manager for Lux Row Distillers. “Our decision to include both brands in 1.75L bottles is a reflection of their continued popularity, as well as our ongoing effort to give our customers what they are looking for.”

According to research provided by Mintel (source: Lightspeed/Mintel – US Dark Spirits Report, Nov. 2020), consumers are seeking spirits they consider “premium,” as defined by a combination of superior taste, heritage, price and awards won, among other factors. This research is supported by recent Nielsen market data (source: Nielsen 52 wks 9L cases, week ending 1-1-2022), which indicates consumer movement away from value brands and toward more premium offerings.  

“Over the years Luxco has innovated within the whiskey category to keep up with the demands of the changing consumer by introducing more unique premium offerings,” said Luxco VP of Marketing Fletcher Buchman. “Over the past five to seven years, the demand for – and growth of – the premium and super-premium bourbon categories continue to grow, and we are prepared to grow along with it.”