Kyle Busch Bags Another Deal as $700M Partner Extends More Lifeline After Iconic Sponsor’s Exit

Until 2004, the only sponsorship permitted by alcohol and beverage companies was beer. Hard liquor companies were barred from being associated with the team. But this rule changed with the start of the 2005 season as hard liquor and manufacturers were allowed to feature them on their cars. The only catch was that teams and manufacturers were obliged to put responsible drinking messages. Interestingly, beer brands didn’t have to follow these strict guidelines.

“Any spirits company involved in NASCAR will have marketing campaigns strongly grounded in responsibility and will follow advertising and marketing guidelines set by NASCAR that are consistent with the Distilled Spirits Council’s advertising code.” NASCAR President Frank Hilton said at the time.

This opened the doors for companies like Jack Daniels, who partnered with Richard Childress Racing. So, RCR has been one of the first Cup Series teams to adapt to these new changes and find new strategies to excel in the NASCAR sponsorship market, which is always shifting. Fast forward to the modern era of the sport, RCR is still seen as an ideal team for a whiskey brand to market its flagship product, and this was evident from Rebel Bourbon’s partnership with Kyle Busch in 2024. And now this collaboration is going beyond just featuring the brand on the hood of the No. 8 Chevy.

Rebel Bourbon banks on Kyle Busch’s NASCAR stardom

When Kyle Busch snapped his historic 19-year win streak in 2024, many wondered if “Rowdy” was losing his edge. The two-time NASCAR Cup Series champion, known for his rebellious personality and on-track aggression, faced one of his most challenging seasons with zero victories and 8 DNFs. But while trophies remained elusive, his marketability hasn’t wavered. Rebel Bourbon, a Kentucky-based spirit with a fitting name for NASCAR’s most polarizing driver, has doubled down on its partnership with Busch and Richard Childress Racing (RCR).

A special edition bourbon bearing Kyle’s signature is under development by the company as they continue to place big bets on race champion Richard Childress’s achievements in the Cup Series. The racing sponsorships have grown extensively for 2025 since Rebel initially began sponsoring three races in 2024. Luxco’s Rebel Bourbon has increased its presence to four primary races while simultaneously venturing off the track with exclusive merchandise that turns Busch’s racing identity into a premium consumer product.

At the center of this expanded partnership is the “Kyle Busch 108 Single Barrel Bourbon,” a cleverly named tribute to Busch’s No. 8 Chevrolet. The limited-edition release features 30,000 bottles of a 54% ABV (108 proof) bourbon that Busch personally selected from barrels aged for four years. Priced at $39.99 (minimum retail) per 750-millilitre bottle features Busch’s signature, the RCR logo, and his iconic No. 8, all presented with the same red Pantone used by RCR—a detail highlighting the meticulous brand alignment.

“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,” explained Philip Lux, Rebel Bourbon’s brand manager. The bottle officially launched in Texas during NASCAR’s visit to Circuit of the Americas in Austin, where Busch participated in a bottle signing event at a Spec’s Wines, Spirits & Foods store. COTA marked the first of Rebel’s four primary sponsorships this season, enhanced by an in-car camera position purchased with Fox to maximize brand visibility during the broadcast.

Luxco which holds Rebel Bourbon as its asset has achieved lucrative outcomes through its recent partnership. Lux declared his first year results as “fantastic” through data from Nielsen and the National Alcohol Beverage Control Association which reflected profound market growth such as Pennsylvania showing notable enhancements and Missouri experiencing tripled sales. “It was all in the green, which is an easy way for us to measure ROI,” Lux noted. The bourbon brand has achieved remarkable recognition because fans at Daytona Beach are admitting to Lux that they only discovered Rebel after the NASCAR partnership. And it looks like Rebel Bourbourn and RCR have big plans ahead.

The collaboration continues to evolve, with plans for a second product already in development. A new edition of Rebel bourbon comes with winery expertise from Richard Childress who ages the four-year-old 100-proof bourbon using barrels of Cabernet Franc from Childress Vineyards. Lux Row Distillers in North Carolina holds exclusive rights to sell the 500-cases limited edition alcoholic beverage through its facility which strengthens both entities’ sporting and spirits connections.

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Previous Whiskey and Alcohol Partnerships in NASCAR

The expanded partnership with Rebel Bourbon represents a crucial lifeline for Busch following the departure of Mars, Inc. and their iconic M&M’s sponsorship after the 2022 season. That partnership lasted 15 years and was one of NASCAR’s most recognizable team-sponsor relationships. Finding replacement sponsors of similar caliber became an immediate challenge for Busch, especially as he transitioned from Joe Gibbs Racing to Richard Childress Racing in 2023. However, with new partnerships like Bank OZK and continued support from brands like Rebel Bourbon, Busch’s sponsorship portfolio has grown significantly.

While beer sponsors like Budweiser have been fixtures since the 1970s (with an impressive 64 wins), whiskey and spirits brands have become increasingly prominent over the past two decades. Crown Royal made history in 2005 as one of the first liquor brands to sponsor a NASCAR team, partnering with Roush Racing and driver Matt Kenseth. More recently, Rebel Bourbon joined forces with Kyle Busch and Richard Childress Racing, creating special edition products to commemorate the partnership. Not to forget, JR Motorsports made their NASCAR Cup Series debut with Traveller Whiksey at the Daytona 500.

The beer brands may have dominated the sponsorship landscape in NASCAR, but the whiskey companies have also ramped up their efforts to make the most of this collaboration.