It’s a new year and a new Rowdy. Kyle Busch spent the most forgettable season in 2024, accruing zero victories, 8 DNFs, and heaps of heartbreak. He snapped his 19-year streak of winning at least one race per season. However, with the turn of 2025, the two-time Cup Series champion is looking livelier than ever. That is mainly because of the slew of sponsors at his back – including Rebel Bourbon.
The beverage company first joined forces with Richard Childress Racing in 2024, sponsoring three races. Rebel Bourbon is back again for a multi-race run with Kyle Busch, starting off with COTA. Even before dominating the racetrack, the company just dropped a jaw-dropping deal with Busch.
Ready to raise a toast with Kyle Busch?
For those of you who thought Kyle Busch had shed his stardom, think again. Rebel Bourbon just announced that it would use the 63-time Cup Series race winner’s name and car number in a special way. ‘Kyle Busch 108 Single Barrel Bourbon’ will be the limited-edition release of the Bardstown, Kentucky-based company. Handcrafted using Rebel’s original time-honored wheat recipe since 1849, aged for four years, and sporting a hint of spice, this new beverage is sure to rock NASCAR fans.
Journalist Adam Stern updated the news on X, dropping more information on Kyle Busch‘s glamorous endeavor. “Rebel Bourbon will produce a new limited-edition bottle using the name and number of @KyleBusch, with a 54% ABV and suggested retail price around $40. Rebel will produce 30,000 of the bottles, which will have a label with the signature and No. 8 of Busch + an @RCRracing logo.” This is the latest update in Busch’s rising sponsorship pursuits for this season.
Rebel Bourbon will produce a new limited-edition bottle using the name and number of @KyleBusch, with a 54% ABV and suggested retail price around $40.
Rebel will produce 30,000 of the bottles, which will have a label with the signature and No. 8 of Busch + an @RCRracing logo. pic.twitter.com/WHvIgFXppl
— Adam Stern (@A_S12) February 26, 2025
An idea like this is born out of the motivation to think outside the box. That is what Philip Lux, Rebel Bourbon brand manager, emphasized. “We wanted to do something we’ve never done before, in the spirit of living against the grain and doing things your own way, and KB 108 is the perfect answer.” Kyle Busch selected every bottle’s front label including prominent placement of the unique barrel number. He also picked the bourbon’s proof and “aged since” date details. His signature, car number, and the RCR logo are featured on the distinctive label.
This new project showcases the faith that Kyle Busch’s sponsors have in him. Rebel Bourbon’s trust is particularly strong, especially after Busch’s poor finishes last season.
Believing in Rowdy
After all, Kyle Busch is one of the megastars of NASCAR. His 232 victories across all three NASCAR series puts him at par with legends like Richard Petty or Dale Earnhardt. So a single season of misery and failures is hardly enough to push away sponsors. Rebel Bourbon joined his No. 8 Richard Childress Racing team only last year for three races at Gateway, Homestead, and Richmond. Busch’s best finish among the three was at Richmond, where he washed up in 20th place. Despite this poor result, Rebel is excited to partner up with Busch in 2025.
Philip Lux confirmed his faith in Busch in January, “We can’t wait to keep the excitement going in 2025 after connecting with thousands of Rebel, Kyle Busch, and RCR fans last season who have a rebellious spirit and live against the grain. We’re building on the success of year one with a lot more in store for fans at the track, in race markets, and at retail plus a lot of interactive social content in year two.”
That strong bond now shows even better with the release of KB 108. Kyle Busch seemed pumped when he announced the release of this limited-edition drink. “This sponsorship really is about living life with a rebellious spirit, and I had fun picking barrels on my own terms for this special limited-edition release. I’m proud to have my name on every bottle and excited for fans nationwide to experience something new from Rebel Bourbon and RCR.”
Evidently, Kyle Busch is on a journey to scale new heights this season. When he snaps his winless streak, let us raise a toast to that with a glass of KB 108!
The post Kyle Busch Gets His Own Bourbon as Sponsors Bet Big on Rowdy’s Resurgent Season appeared first on EssentiallySports.
