Rebel Bourbon brings back Rebel Root Beer

Rhea-AI Summary

Rebel Bourbon (NASDAQ:MGPI) announced the return of Rebel Root Beer Whiskey, a root beer–infused wheated bourbon, effective Jan. 2026. The spirit is bottled at 70 proof (35% ABV) and will be available nationwide this month with a minimum suggested retail price of $19.99 per 750mL and $0.99 per 50mL. The product highlights aromas of sassafras and vanilla and flavor notes of licorice, molasses, caramel and honey with a spicy sassafras finish. Packaging features a frothy root beer mug and bourbon barrel illustration. On-premise activations planned include branded merchandise and chilled shot-machine pours, and a product locator is available to find local retailers.

News Market Reaction

-1.52%

1 alert

-1.52% News Effect

On the day this news was published, MGPI declined 1.52%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Bottle strength: 70 proof Alcohol content: 35% ABV 750mL price: $19.99 +1 more

4 metrics

Bottle strength 70 proof Rebel Root Beer Whiskey bottling

Alcohol content 35% ABV Rebel Root Beer Whiskey bottling

750mL price $19.99 Minimum suggested retail price per 750mL bottle

50mL price $0.99 Minimum suggested retail price per 50mL bottle

Market Reality Check

Price: $25.05 Vol: Volume 208,275 is below t...

low vol

$25.05 Last Close

Volume Volume 208,275 is below the 20-day average of 417,674 (relative volume 0.5x). low

Technical Price 24.93 is trading below the 200-day MA of 27.59 and 34.58% under the 52-week high 38.11.

Peers on Argus

MGPI’s 0.69% pre-news gain contrasted with mixed peers: CASK up 11.11%, STKL dow...

1 Up

MGPI’s 0.69% pre-news gain contrasted with mixed peers: CASK up 11.11%, STKL down 3.1%, SBEV down 5.15%, while others were flat to slightly positive. Scanner data flagged only STKL with upside momentum, supporting a stock-specific rather than sector-wide move.

Historical Context

5 past events · Latest: Dec 16 (Neutral)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 16	Board transition	Neutral	-2.3%	Director retirement and CEO added to the board.
Oct 29	Leadership changes	Positive	+4.3%	New CMO and SVP Operations joined executive leadership.
Oct 29	Earnings update	Neutral	+4.3%	Q3 2025 results and full-year guidance update released.
Oct 29	Dividend declaration	Positive	+4.3%	Company declared a <b>$0.12</b> quarterly cash dividend.
Oct 28	Product launch	Positive	+0.5%	Return of Remus Gatsby Reserve 15-Year Bourbon announced.

Pattern Detected

Recent history shows MGPI often trading higher on operational, product, and capital return news, with no clear pattern of selling into positive announcements.

Recent Company History

Over the last six months, MGPI’s news flow has centered on portfolio development, leadership changes, and financial updates. Product launches like the Remus Gatsby Reserve bourbon on Oct 28, 2025 and today’s Rebel Root Beer release extend its branded spirits strategy. Corporate actions included executive appointments on Oct 29, 2025 and a board transition in mid-December. Financially, Q3 2025 results and an updated dividend of $0.12 per share were disclosed in late October, tying brand activity to ongoing earnings and capital return.

Market Pulse Summary

This announcement highlights the return of Rebel Root Beer Whiskey, expanding MGPI’s branded portfol...

Analysis

This announcement highlights the return of Rebel Root Beer Whiskey, expanding MGPI’s branded portfolio with a flavored bourbon at 70 proof and a $19.99 suggested price for 750mL bottles. In recent months, the company has combined brand activity with leadership changes, earnings updates, and dividend declarations. Investors may watch how this product influences premium-plus branded growth, especially given the stock’s position below its 200-day moving average and well under its 52-week high.

Key Terms

proof

1 terms

proof technical

"Rebel Root Beer is bottled at 70 proof (35% ABV)"

Proof is documented evidence or convincing data that supports a company’s claim—such as that a product works, a technology performs as promised, or a reported result is genuine. For investors it matters because proof reduces uncertainty and helps separate marketing from reality, much like a receipt or photo confirms a purchase; stronger, verifiable proof typically lowers risk and can increase confidence in a firm’s future prospects.

AI-generated analysis. Not financial advice.

Popular root beer whiskey infused with natural flavors makes a comeback

ST. LOUIS, Jan. 13, 2026 /PRNewswire/ -- Rebel Bourbon has announced the return of fan-favorite Rebel Root Beer Whiskey to its award-winning Rebel Bourbon lineup. An unconventional twist on Rebel's time-honored wheated recipe, Rebel Root Beer features Rebel Straight Bourbon Whiskey infused with the bold and creamy flavor of root beer. Rebel Root Beer is bottled at 70 proof (35% ABV) and available nationwide this month at a minimum suggested retail price of $19.99 per 750mL bottle and $0.99 per 50mL bottle.

Rebel Root Beer Whiskey features aromas of classic sassafras and vanilla coupled with aged bourbon whiskey. Its taste profile includes classic sharp root beer flavors of sassafras, vanilla, licorice and molasses plus bourbon whiskey and caramel and honey notes, and a lingering sweetness and spicy sassafras finish.

"We listened to the real trailblazing rebels out there, and brought back Rebel Root Beer," said Philip Lux, Rebel Bourbon brand manager. "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." 

Rebel Root Beer's distinctive label features an eye-catching illustration of a frothy mug of root beer paired with a bourbon barrel. On-premise consumer activation plans include merchandise giveaways such as stickers, coasters, t-shirts and hats with unmistakable "Shoot the Root" branding and shot machines to serve chilled pours of Rebel Root Beer Whiskey.

The Rebel Bourbon product locator can be used to find Rebel Root Beer at local retailers.

About Rebel Bourbon
Distilled in Bardstown, Kentucky, by Lux Row Distillers Master Distiller John Rempe, Rebel Bourbon features a wheated mash bill true to its original recipe dating back to 1849, when it was invented at the Stitzel-Weller distillery. Our defiantly smooth premium wheated bourbon celebrates those who embrace bold originality and a rebellious spirit. Our products have earned top spirits industry honors including Single Barrel American Whiskey of the Year for Rebel 10-Year Single Barrel at the 2025 Bartender Spirits Awards. Rebel 10-Year Single Barrel also won a double platinum medal at the 2025 ASCOT Awards, a double gold medal at the 2025 San Francisco World Spirits Competition and a double gold medal and Consumer's Choice Award at the 2025 SIP Awards. To learn more, visit RebelBourbon.com and follow on Facebook and Instagram. 

About Luxco
Founded in St. Louis in 1958 by the Lux family, Luxco is a leading producer, supplier, importer and bottler of beverage alcohol products with a mission to meet the needs and exceed the expectations of consumers, associates and business partners. Luxco operates as MGP Ingredients Inc. (Nasdaq: MGPI) Branded Spirits division since its acquisition in 2021. The company's extensive and award-winning premium portfolio includes brands from four distilleries: Ross & Squibb Distillery in Lawrenceburg, Indiana, where Penelope and Remus bourbon are produced; Bardstown, Kentucky-based Lux Row Distillers, home of Rebel, Ezra Brooks, and Blood Oath bourbons; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Bourbon; and Arandas, Mexico-based Destiladora Gonzalez Lux, producer of 100% agave tequilas including Cortada, El Mayor, Escasa and Exotico. For more information, visit Luxco.com.

CONTACT:
Patrick Barry, BYRNE PR
314-540-3865
patrick@byrnepr.net

View original content to download multimedia:https://www.prnewswire.com/news-releases/rebel-bourbon-brings-back-rebel-root-beer-302660071.html

SOURCE Rebel Bourbon

FAQ

When will Rebel Root Beer Whiskey (MGPI) be available nationwide?

Rebel Root Beer Whiskey is available nationwide in January 2026.

What is the alcohol content and bottle sizes for Rebel Root Beer Whiskey (MGPI)?

Rebel Root Beer is bottled at 70 proof (35% ABV) and offered in 750mL and 50mL sizes.

How much does Rebel Root Beer Whiskey (MGPI) cost?

The minimum suggested retail price is $19.99 per 750mL and $0.99 per 50mL.

What flavor profile does Rebel Root Beer Whiskey (MGPI) have?

The whiskey features aromas of sassafras and vanilla and tastes of sassafras, vanilla, licorice, molasses, bourbon, caramel and honey with a spicy finish.

What on-premise promotions will Rebel Bourbon run for Rebel Root Beer (MGPI)?

Planned activations include merchandise giveaways (stickers, coasters, t-shirts, hats) and shot machines serving chilled pours with "Shoot the Root" branding.

How can consumers find Rebel Root Beer Whiskey (MGPI) locally?

Consumers can use the Rebel Bourbon product locator to find Rebel Root Beer at local retailers.