Rebel® Bourbon and Lux Row Distillers® kicked off 2024 by proudly becoming the official bourbon of Richard Childress Racing (RCR), the No. 8 Chevrolet and two-time NASCAR Cup Series Champion Kyle Busch.

This official sponsorship includes Rebel Bourbon full-wrap branding of the No. 8 Chevrolet during multiple 2024 and 2025 NASCAR Cup Series season races and more, including branding on Busch’s uniform, helmet and other elements during the 2024 season.

“We looked at a lot of sponsorship opportunities across several different leagues, and this was the perfect fit,” said Philip Lux, Brand Manager for Rebel Bourbon. “We didn’t want to just put our logo on something and call it a day. We wanted a team who do their own thing and embodies the essence of our brand. With Kyle and the RCR team, we found the perfect partners to bring the spirit and attitude of the Rebel brand to fans who feel the same way.”

RCR will provide Rebel Bourbon with strategic content as well as marketing and communications support for the program. The partnership also includes events, promotions and appearances throughout the year.

“We’re proud to partner with Rebel Bourbon and to help further introduce their surprisingly smooth but never soft-spoken spirits to NASCAR fans,” said Torrey Galida, President of Richard Childress Racing.

Busch has been aware of the brand and said he’s a fan of what the brand represents. A bit of a rebel himself, Busch shares in Rebel Bourbon’s celebration of “the Rebel spirit in all of us.”

Busch joined Lux Row Distillers Master Distiller John Rempe for an episode of The Bourbon Lens podcast to talk about the new partnership. “I remember the other different sorts of liquor brands that have been on cars before and have always kind of been a little jealous of the promotions they were able to have,” said Busch. “So now me being one of those guys, I’m excited about the plans that we have this year. I know the Rowdy Nation fans are excited about it as well.”

The No. 8 Rebel Bourbon Chevrolet debuted March 31 at Richmond Raceway in Richmond, Virginia. Busch aced the branded car June 2 at World Wide Technology Raceway in Madison, Illinois, near St. Louis, and is slated to race again October 27 at Homestead-Miami Speedway in Homestead, Florida.

“Even more activities related to the sponsorship are coming soon,” said Lux. “In addition to a Rebel-branded in-car camera, the sponsorship includes opportunities for on-premise sampling, a show car traveling to key markets and a national ticket giveaway program that can be found on our racing POS at retail stores and on-premise accounts around the country. This is a great example of 360-degree collaboration between our sales and brand teams together with RCR.”

Visit RCRRacing.com and RebelBourbon.com to learn more. View our partnership video on YouTube.