The "Rebel Yell" brand was created for Stitzel-Weller in the mid-1900s by Charles R. Farnsley, a former mayor of Louisville and named after a Confederate war cry. More recently its been rebranded for a "new generation of rebels". The bourbon traces its history back to 1849 when W.L. Weller & Sons was founded, in 1849, by William Larue Weller who pioneered using wheat instead of rye in his mash bill. The W.L. Weller company merged with the Stitzel distilling company est. 1872 to form the Stitzel-Weller distilling company in 1910.
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