The whiskey brand plays on its name, referring to the "Rebel Yell," a battle cry of the Confederate States during the American Civil War.
Initially, the Kentucky Straight Bourbon was primarily intended for distribution in the southern United States. Only later, after the distillery's sale, was the whiskey available outside the southern states.
In the production of this whiskey, wheat is used instead of rye, distinguishing it from other bourbons.
The Rebel Yell brand is currently owned by the private Luxco Company.