Kyle Busch’s 2024 NASCAR Cup Series season marked his first winless year in 19 years, but sponsors remain unwavering. Rebel Bourbon, the official bourbon of Richard Childress Racing, announced a bold collaboration with the two-time champion — a limited-edition Kyle Busch 108 Single Barrel Bourbon.
Priced at $40 per bottle, the release celebrates Busch’s No. 8 Chevrolet and Rebel’s multi-race sponsorship. Despite eight DNFs and zero wins last year, the 63-time Cup winner’s star power continues to attract high-profile partnerships.
Rebel Bourbon Launches Kyle Busch 108 Single Barrel Bourbon
Rebel Bourbon unveiled 5,000 cases (30,000 bottles) of the special release, each barrel handpicked by Busch and bottled at 108 proof (54% ABV). The bourbon, aged four years, features a wheated recipe dating to 1849 and notes of spice and smooth oak. Labels showcase Busch’s signature, car number, and RCR branding.
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
“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,” Rebel brand manager Philip Lux said.
“Kyle selected every barrel for this one-of-a-kind release with the guidance of Master Distiller John Rempe. Each barrel was hand-bottled, giving each bottle a bit of rebellious character and a flavor profile to match! This special release is made to be enjoyed by collectors and fans of Rebel, Kyle and RCR alike.”
Busch emphasized his hands-on role: “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.”
The bourbon will debut alongside Busch’s No. 8 Rebel Chevrolet at the March 2 EchoPark Automotive Grand Prix at COTA.
Busch’s Sponsorship Appeal Endures Despite Winless Streak
Busch’s 2024 struggles, with zero wins and a career-low 20th-place points finish, did little to deter sponsors. Rebel expanded its partnership with RCR, banking on Busch’s loyal fan base and brand appeal.
Busch’s marketability mirrors NASCAR legends like Dale Earnhardt Sr., whose persona transcended on-track performance.
“I’m proud to have my name on every bottle,” Busch said, “and excited for fans nationwide to experience something new from Rebel Bourbon and RCR.”
The 39-year-old’s determination continues to inspire. Even during his slump, Busch ranked among NASCAR’s top merchandise sellers. Rebel’s gamble reflects confidence in a 2025 rebound, starting with COTA, where Busch finished ninth in 2024.
With 30,000 bottles hitting shelves nationwide, the release underscores a truth. In NASCAR, legacy often outweighs lap times.
