How Rebel Bourbon drove 731% more engagement with AnsiraX

Rebel Bourbon, part of Lux Row Distillers, is a nationally distributed spirits brand with a growing presence in the U.S. beverage alcohol market. Available in more than 45 states and thousands of retail locations, Rebel Bourbon is recognized for its bold approach and expanding influence among whiskey enthusiasts and younger consumers. The brand set out to connect authentically with Gen Z and Millennial audiences in a highly regulated, competitive market.

Paid ads are getting expensive. Consumers are getting skeptical. For spirits brands navigating tight regulations and crowded shelves, the old playbook isn’t working anymore. 

Brands are betting big on organic social as the antidote to ad fatigue. Social platforms have become more than just marketing channels—they’re where discovery happens, where entertainment lives, and where communities form around brands people care about. 

The proof is in the behavior: 

• 74% of Gen Z discover products on Instagram 
• 75% of Gen Z trust brands with active social presence 
• 72% of Gen Z use Instagram for customer care 
• 86% of marketers call community building critical to success* 

Rebel Bourbon saw the opportunity. But seeing it and seizing it are two very different things. 

Their social content was fragmented. Production happened in one silo. Execution in another. Community management somewhere else. The result: inconsistent posting, content that didn’t feel native to the platform, and a brand experience that felt stitched together rather than intentional. 

The question they faced: Was investing in social media really worth it? 

Ansira started by building the business case. Before asking Rebel to invest, the AnsiraX Strategy team delivered an analysis on organic social media to key stakeholders that answered the hard questions: 

• Why organic social in a paid-media world? 
• What best practices drive results for spirits brands? 
• How does organic enhance other marketing touchpoints? 
• What’s the roadmap for sustainable, scalable growth? 

 The analysis worked. Rebel greenlit a 6-month pilot: a part-time Social Media Manager through our AnsiraX offering. This integrated content strategy, production, and community engagement under one expert team. Every post, campaign, and interaction was on-brand, timely, and designed for impact. 

What we did 

The hire: A Social Media Manager isn’t just a skillset. They’re the embodiment of your brand in digital spaces. With AnsiraX’s expertise, Rebel found the right hire. Most importantly, this person understood the brand, the audience, and the energy needed to show up authentically on social. 

Content strategy: Developed episodic series such as Cocktail of the Week, Distiller Features, Partner Spotlights, Fan Features, and Distillery Tours to drive discovery, engagement, and brand affinity. 

Community management: Fostered authentic conversations, encouraged user-generated content, and built relationships with superfans, turning followers into loyal advocates. 

Event activation: Captured and shared real-time content from key brand events and distillery visits, bridging the gap between digital and physical experiences. 

Collaboration: Worked closely with Rebel stakeholders and partners to ensure content was integrated, strategic, and authentic. 

A deep-dive into this AnsiraX strategy 

Content strategy: episodic & engaging

Social media serves as discovery, entertainment, education, and connection. The social media manager developed episodic content series designed to drive impressions, engagement, follows, and page visits: 

• Cocktail of the Week: Seasonal drinks, classics with a twist, partnership collabs shot with Lux Row’s mixologist 
• Distiller Features: Behind-the-scenes with John Rempe (Master Distiller) and Philip Lux (Brand Manager) 
• Partner Spotlights: Content featuring strategic partnerships 
• Fan Features: User-generated content and community highlights 
• Distillery Tours: Immersive looks at the Lux Row Distillery experience 

Each series was developed collaboratively with the AnsiraX Client Strategy team, Rebel stakeholders, and partners, ensuring content was integrated, strategic, and authentic. 

Community management: turning followers into fans

Organic social isn’t just broadcasting. It’s conversation. Community management builds genuine brand trust through authentic interactions. Brands with active online communities see 53% higher customer retention rates. 

The social media manager closed the digital-physical gap by: 

• Responding to comments and DMs with Rebel’s voice 
• Engaging fans at in-person events and continuing conversations online 
• Encouraging user-generated content at activations 
• Building relationships with superfans and brand advocates

Event activation: bringing social to life

RCR partnership races: The social media manager attended two tentpole races to capture social-first content, post in real time, and interact with fans. They worked with Kyle Busch, his pit crew, and the RCR teams to create content that felt fun and authentic, not stiff or corporate. The pit crew got so into it they asked to be featured more on Rebel’s Instagram. 

Lux Row distillery visits: Connecting Rebel back to its distillery roots was a missing piece. The social media manager made two trips to Lux Row to capture evergreen content while posting sneak peeks in real time to build anticipation. The distillery content became the foundation for multiple content series and was collab-posted with Lux Row’s Instagram page, driving cross-traffic and cohesion between brand accounts. 

The results 

Rebel Bourbon experienced a 731% increase in just three months. 

That’s not a typo. Running from August to October in 2025, Rebel’s organic social reach exploded: 

• 832% increase in impressions 
• 731% increase in engagements 
• 26% higher engagement rate on Instagram 
• 600% increase in post volume 

The bottom line 

Rebel Bourbon didn’t just get better numbers. They got a brand presence that feels alive, relevant, and connected to their audience. They built trust with Gen Z and Millennials who demand authenticity. And they created a content engine that supports partnerships, drives distillery visits, and turns followers into customers. 

The pilot was so successful that Rebel renewed the contract with AnsiraX for 2026, with an increased budget for brand trips and real-time content capture. 

If you’re a brand wondering whether organic social is worth the investment, it’s time to tap into the expertise within AnsiraX. 

Ready to build an organic social presence that drives real business results? Let’s discuss how AnsiraX can help you today. 

*Marketing Dive; Consumers Still Ally With Brands on Social, October 2024, Resonate Audience Insights Pulled November 2024, Mintel 2025 Study.