The Rebel Yell name was inspired by the Confederate Armys use of the word during the Civil War to target markets in the South. (The best illustration of this "true yell" which can be given the reader is by spelling it as above, with directions to sound the first syllable 'woh' short and low, and the second "who" with a very high and prolonged note deflecting upon the third syllable "ey."). We have to know and understand it in order for us to understand who we are today. To me, those moves are deserving of criticisms about erasing history, but I wouldnt put a roller coasters and a monument in the same category or even in the same discussion. Like all bourbon, wheated bourbons are still required to contain at least 51 percent corn in the mashbill. Barrel and Brew is here to provide insightful information around all kinds of spirits, reviews on our favorite liquor, beer, and wine, and provide recipes to make you look like the ultimate backyard bartender. I'll keep an eye out for it under just Rebel then, though I wouldn't think that would prevent stores from ordering it. All bourbon will have at least 51% corn. Its been a strange and complicated journey. Its the same recipe as the distillerys standard 80-proof expression, just bottled at a higher ABV. In his autobiography My Own Story, Bernard Baruch recalls how his father, a former surgeon in the Confederate army, would at the sound of the song "Dixie" jump up and give the rebel yell, no matter where he was: "As soon as the tune started Mother knew what was coming and so did we boys. Okay, so this isnt a great sip, but not awful either. Good one. The original recipe for Rebel Yell Bourbon was introduced in 1849 at the Stitzel-Weller distillery, known for using wheat in replacement of rye in the mashbill. Press question mark to learn the rest of the keyboard shortcuts. If youve got a problem with a brand distancing itself from the CSA then youre the problem. The brand was created to commemorate the 100th anniversary of the Stitzel-Weller distillery in Louisville, Kentucky, by Charles R. Farnsley, the former mayor of Louisville. Any straight bourbon must be aged a minimum of two years, and if it doesnt display an age statement, it must be aged at least 4 years. who-ey!' Rebel Yell is one of those old throwbacks. In the mid- to late-1850s in the Kansas Territory, "free-state" (meaning anti-slavery) forces battled against pro-slavery forces (as Kansas' determination on slavery was in violent dispute). Four Roses Bourbon (1L) $34.11 (100cl, 40%) Tasting Note by The Chaps at Master of Malt Yes, but the brand is now just Rebel Bourbon, the whiskey inside the bottle is still the same. Rebel Kentucky Straight Bourbon Whiskey is a defiantly smooth wheated bourbon made according to its original time-honored recipe since 1849. 2023 Luxco, Inc. All Rights Reserved. Rebel bourbon is also made in Kentucky, and it is known for its strong, fiery flavor. Rebel Yell bourbon is a smooth, mellow whiskey with a sweet taste. Sidenote: I have tried regular Rebel Yell, and I did not cry "more more more" holla_snackbar 2 yr. ago Heaven Hill used to manufacture the 20% alcohol by volume ( (80 proof) spirit under a contract at its Bernheim distillery in Louisville. It started with a new bottle design and a new marketing campaign. Its a decade old recipe that was painstakingly aged in charred oak barrels to create a distinct flavor profile for each batch. By using this site, you agree to our Terms of Use. Im sure theyll be hitting the clearance rack soon. Thank you. It is often enjoyed neat or on the rocks. With that effort, the price has went up a bit, too. Awww poor baby. I am only 50% impressed with the wit on this thread, Copyright 2022 Straightbourbon.com The 40% alcohol by volume (80 U.S. proof) spirit was formerly produced under contract by Heaven Hill at its Bernheim distillery in Louisville . So the arguments that this is another move to erase history arent accurate in my opinion. People who don't think it tastes very good refer to it as Rebel Scum. What does it taste like? Check out what we are up to! Especially for those of us from the south. Please check your entries and try again. Luxco is a leading producer of distilled spirits in the United States, and its products are distributed in more than 50 countries. That's how we are supposed to do this right? After that I casually asked at a few others stores and apparently it's the same all over town. It seems, though, that Rebel Bourbon still sources its whiskey from Heaven Hill as the bottle dons the statement bottled for Lux Row Distillers. We wanted to offer consumers a higher proof option in this brand family, and this bourbon holds up well with balance of smoothness and flavor, whether providing fuller flavor in a cocktail or as a sipper.. Why did they HAVE to choose such a name in the first place? For decades before building its own distillery it sourced whiskey from other producers based in Kentucky. There are 4 primary grains used in the production of whiskey barley, corn, rye, and wheat. The distillery was founded in 1888 and originally known as the Stitzel-Weller distillery. Founder of CoasterCritic.com. Lets be honest were talking about a $15 bottle of bourbon. NGL the name was off putting and should have been changed decades ago. Confederate Defeat Re-examined". Rebel Yell SmallBatch Rye will provide a little more spice androbust flavor to the current Rebel Yell familylineup. Privacy Policy. Weve taken everything you love about our Kentucky Straight Bourbon and distilled it into 100 Proof Bourbon, making it even better. The name Rebel Yell recalls the Confederacys armed forces during the Civil War. The Rebel Yell brand was created in 1950 by a politician in Kentucky a fascinating peek into the regions politics of the time. Yes, I305 is catchy, but it cant be applied on to every coaster, also, this is 90 feet tall, not 75, Oddly enough, as a kid, I didnt ponder that names meaning until after I had ridden it several times. Over the decades, he has worked in nearly every capacity within the alcohol industry including whiskey distiller, brand ambassador, marketing manager, public relations strategist and brand consultant. The '75' refers to 1975, the year that the ride opened. Especially for those of us that have been riding it since the 70s," said one more. So, if youre new to the bourbon category and want to try a wheated bourbon drinking experience without taking a hit in your wallet, Rebel Bourbon is a great starter brand to give a try. I mean, its sister coaster, at Carowinds, is called Thunder Road (with its cousin White Lightening) Both are cultural references without making political statements. 6, a bourbon blend consisting of three primary bourbons aged for varying periods of time is unique. The new packaging started rolling out in April, and will be featured on all Rebel Yell expressions going forward. Whether youre sipping it neat or mixing it in with your favorite cocktail, Rebel Yell 100 bourbon is the perfect whiskey for any occasion. Distilled By: Heaven Hill Distillery / Lux Row Distillers, Mashbill: 68% Corn, 20% Wheat, 12% Malted Barley. In this Rebel Bourbon review, well discuss the history, price, tasting notes, and more. Disgusted with the name change. It is what it is. Risk takers, rule breakers and noise makersunite. The company would eventually break up in 1972. And he said, "Well if you don't pick it up we're thinking of picking it up." Katelyn is a freelance writer in Portland, Oregon. Quick everyone buy up the Rebel Yell bottlings before they are gone! It was just a name. The whiskey is aged in charred oak barrels for four years before being bottled. In the final episode, a sound newsreel of a 1930s meeting of Civil War veterans has a Confederate veteran giving a Rebel yell for the occasion, sounding as a "wa-woo-woohoo". This is just the case for bourbon. I like Rebel Bourbon a lot better at the $13 price point than $18. However, in the documentary film Reconvergence, historian Waite Rawls, the head of the Museum of the Confederacy, describes his long odyssey to recover recordings of the yell. I was in the first graduating class of a new high school in the far south end of town. The entire Rebel Yell brand has been rebranded in conjunction with the release of Rebel Yell 100. It just felt like another local reference, but not a celebration of the Confederacy. As this article mentioned the rebel yell is not an offensive name. There is some debate on whether or not rebel yell and rebel bourbon are the same, but many people believe that they are. Overall, Rebel Yell is an entirely expected Kentucky bourbon that lends itself better to throwing back than truly enjoying. There'd be riots for sure! It is only a name. Weller. Rebel Yell is a bourbon that lends itself better to throwing away than drinking. General Thomas Jonathan Stonewall Jackson's assault at Henry House Hill. Rebel Yell Kentucky Straight Bourbon Whiskey has a retail price of about $16 for a 750mL bottle at 80-proof. If youre looking for a bourbon thats sure to get you noticed, rebel yell is the way to go. And lets be honest, thats all you can really ask for when buying a $15 bottle of bourbon. Even though you can definitely find some on Kings Dominions Facebook page. Media support in 2015 will increase 386%vs. 2014 and include newly refreshed creativeto generate excitement and introduce thebrand to a new, younger generation ofbourbon drinkers. Rebel Rye is a rye whiskey priced at about $25 for a 750mL bottle. An order was given during a bayonet charge to "yell like furies" in routing the Federal forces under General Irvin McDowell. BrokeCal, First Name Last Name Email Zip Code Rebel Yell Bourbon was started in 1849 by an individual known as William Larue Weller who was one of the first people to replace rye with wheat in his whiskey mash bill. Someone might need to find something more important to worry about than the name of a roller coaster that doesnt belong to them. "He didn't bottle a great deal of it, and several years later, four or five years later he sold the brand to the Southern Comfort people, and they never used it. Even though I cant think of a past event where anyone was upset or protested, it could happen. The brand has changed hands and recipes, but it is a part of American bourbon history. ago Be More Rebel. In 1972, the Stitzel-Weller Distillery went out of business. Both new products provide the opportunityto elevate the image of Rebel Yell, commandhigher price points and deliver higher margins. The water used to make the bourbon comes from a natural spring, and the grain is grown on the distillerys own farm. But again, I was never personally offended and never knew anyone who was. Luxco recently released a Rebel 10 Year Single Barrel Bourbon. Please feel free to start anew thread on the subject. The yell has also been described as similar to Native American cries. The name is also reminiscent of similar ride Racer at sister park Kings Island. Yes. While this change has certainly upset some people, its an understandable switch. Weller. Rebel Whiskey is one of the most widely available wheated bourbons in the United States. It was the ugliest sound that any mortal ever heard even a mortal exhausted and unnerved by two days of hard fighting, without sleep, without rest, without food and without hope the Southern soldiers cannot cheer, and what passes muster for that jubilant sound is a shrill ringing scream with a touch of the Indian war-whoop in it.[11]. Speaking of their expressions, that lineup includes an all-new whiskey, Rebel Yell Kentucky Straight Bourbon 100 proof. Yes, Racer 75 is a weak, uninspired name but Im glad to know that inbred rednecks who say they will no longer be renewing their seasons passes just because of the name change will no longer be in the park! Reviews and discussions are encouraged, check out the stuff we've compiled in the sidebar and our review archive! Rebel Yell Single Barrel 2017 Release. Today, the production of Rebel Yell Bourbon takes place at the brand new distillery. Taste: Caramel and sweet honey are most present with some raisin and cinnamon. Irish Whiskey and Scotch must be aged a minimum of 3 years and arent required to have an age statement. And since there is no statement of age, we know the whiskey is almost certainly four years old. Once I became more conscious of the significance of the name, I did find it awkward. I thought that moniker just applied to Ole Miss fans. As a note, we compare prices from various Total Wine locations across the US. NOTHING was wrong with its name! According to Lux Row Distillers, the new bottle includes an embossed rounded shoulder as well as new front and back labels. Its cheap and low quality but wholly drinkable. But at $15 a bottle and national distribution, it is undoubtedly a lot easier to get your hands on a bottle of Ol Rebel. Other wheated bourbon brands produced by the Stitzel-Weller distillery: "Mouth" (taste): A big, round body with a palette that directly follows the nose honey, butter and just a hint of dark fruit (plums, raisins). Theres a couple things to expect from a bottom shelf whiskey. After the whiskey has been mashed, fermented and distilled, bourbon must be matured in new American oak barrels according to U.S. regulations. For the best. However, in 2020 the rebranding effort went to removing Yell from the bottle. Theres something about the rebel yell bourbon confederate flag that just screams bad boy. Its the perfect drink for those who like to live on the wild side. Idol got the idea to name the album "Rebel Yell" after attending a party with The Rolling Stones. Now that weve covered the basics, its time to get into the real reason you are here. Blending rye and bourbon creates unimpressive results, and while it has some merits, no one is missing out on much by not . Ive been going to this park for years but now its tainted. Rebel yell is a bourbon that is made in Kentucky, and it is known for its high quality and smooth taste. Distillery: Lux Row (likely sourced from Heaven Hill) Type & Region: Bourbon, Kentucky, USA. The Rebels Yell Bourbon was created in 1927 by the Stitzel-Weller Distilling Co., according to the companys website. In 2016, construction on the brand new Lux Row Distillery was begun. Other brands produced by Luxco include Ezra Brooks, David Nicholson and Blood Oath. It's the same recipe as the distillery's standard 80-proof expression, just bottled at a higher ABV. Luxco opened their distillery, Lux Row Distillers, in 2018, so they may begin distilling their own whiskey for Rebel Bourbon. By adding the new capsule closure with hints of silver and updating the label with bolder lettering, the new Rebel Yell look aligns with the brand attitude, said Eric Winter, whiskey brand manager at Luxco, in a prepared statement. The 75 refers to 1975, the year that the ride opened. As I got older and became someone who writes about and thinks about theme parks, I did find the name a little odd for an amusement attraction given the history it was tied to. The 40% alcohol by volume (80 U.S. proof) spirit was formerly produced under contract by Heaven Hill at its Bernheim distillery in Louisville. This change has been made at the request of Luxco, which renamed its Bourbon brand Rebel Yell. This change is still in effect on store shelves. "Who Whipped Whom? It might not be an everyday sipper. I have no idea how long ago I got the bottle, but at least this dates it to at least two years, though I know I got it well before the pandemic. Do you support the move? Orphan Barrel Whiskey Distilling Company bottles a small number of rare, aged Bourbon whiskeys from a variety of producers and stores them at George Dickel Distillery in Tullahoma, Tennessee. A new bottle extension for the Rebel Yell brand, Rebel Yell 100, is a wheated bourbon that has been specially distilled. Imagine how much the 'woke' folkswould flip out if they saw the old Rebel Yell labels! I cant imagine there are enough outraged people who will boycott a theme park because a ride changes names. Also, Kings Dominion had an Old Virginia area and cues that it was trying to include some connections to the state. The standard price of Rebel Yell used to be right around the $12 mark. Barrels were most likely transferred to the Luxco facility, where they were bottled and shipped to market. November 18, 2020 in General Bourbon Discussion. I am curious why the rebranding. From the Lux Row website: "Aged in charred oak barrels . The companys brand was acquired by the David Sherman Corporation and renamed asLuxco in 1999. 2 Speaking of their expressions, that lineup includes an all-new whiskey, Rebel Yell Kentucky Straight Bourbon 100 proof. lol. Rebel Yells new packaging, innovation and, and spirit to this time-honored brand, as well, as the opportunity to speak to an entirely. Then post them to secondary sites as Dusty's or old label bottels for 2000% the price. The name, Rebel Yell, was nothing more than a nod to the regions history by a multi-park company trying to be relevant to Virginians. Single barrel still says yell. It's those quiet rebels you really have to worry about. Maybe they should just rename it then - to Rebel Yip - since that is more descriptive of that sound anyway? And Charley said, "Well it wouldn't be proper since I sold it." In January, 2015, Rebel Yell underwent another re-branding to appeal to a new, younger demographic. Aaron joined the drinks industry in 2013. Flanked by heavierglass bottles, premium cork closures andembossed labels, the new lineup will increaserelevance for younger audiences and createan opportunity to command a higher pricepoint. 3 charred oak barrels. This is just a (smart) calculation by a company looking to avoid a potential PR crisis which these days comes fast, often, and from ever angle. Introduced in April 2019, Rebel Yell 100 is a wheated bourbon, and a new bottle extension for the Rebel Yell brand. Famous bourbon brand Rebel Yell has undergone a rebrand for a new generation of rebels. We traveled all the way from our home in the Virgin Islands so they could experience the rides I loved as a kid growing up in DC in the 1980s. Rebel Yell is a brand of Kentucky straight bourbon whiskey owned and marketed by Luxco. Rebel Yell Bourbon is often left out of the wheated discussion. Rebel yell refers to a war cry of the confederates. Shoddy_Ad7511 6 mo. 'Woh-who-ey! Review: The Coaster at Goats on the Roof | Mountain Coaster, Review: Goliath at Six Flags Great America, Review: Twisted Timbers at Kings Dominion, Outlaw Run at Silver Dollar City | Full Review, Dollywood 2019 Trip Report: Part 2 Luminights & Lightning Rod, Dollywood 2019 Trip Report: Part 1 Wildwood Grove & Dragonflier, Destination Connecticut: Wooden Coaster Paradise, Kings Island Trip Report & Future Speculation, Cedar Point Trip Report Pt 1 Mean Streak Update & Cedar Point Shores. Has something happened to them, or is my state just not able to get it anymore. The original name of the company was W.L. And of course Racer refers to its ride design featuring two tracks where trains race each other throughout its hilly course. Did it hurt your feelings too? Rebel Whiskey is owned by Luxco, but the whiskey is distilled at Heaven Hill Distillery. They considered the chances that someone would be upset by a name with ties to a Confederacy battle cry. WorldSeries2021 6 mo. In the end, the ride experience is still the same. Yep, they did. McDonald, F., (1978), "The Ethnic Factor in Alabama History: A Neglected Dimension". Since Pappy Van Winkle led the most current bourbon craze, and the flavor profile has changed as of late, fans want to taste the old Stitzel Weller versions. Hopefully the wood work they are doing will justify the new and improved name. According to the distillerys tasting notes, it features honey, vanilla and caramel notes followed by oaky tones and a deep, warm finish, and has a suggested retail price of $19.99. Woh-who-ey! As one soldier explained: "I always said if I ever went into a charge, I wouldn't holler! Rebel Yell is now distilled and aged at Luxco's new distillery, Lux Row Distillers, in Bardstown, Kentucky. However, by carrying the term Straight Bourbon on the label, the youngest barrel in each batchs blend must be aged for a minimum of two years in new oak. The original time-honored recipe is steeped in charred oak barrels for ten years to produce a unique flavor profile. While the connection to the Civil War was obvious, the name never bothered me. I find this to be a case of much ado about nothing but then I never read anything into the name Rebel Yell. Christian: The nose on this 1969 Rebel Yell Kentucky Straight Bourbon Whiskey is significantly different than the previous two iterations we have tasted from Stitzel-Weller. The brand was meant to celebrate the 100 year anniversary of the original Weller company. This unique style offers hints of honey and butter followed by a . An American classic is reborn for anew era of rebellion! Mother would catch him by the coattails and plead, 'Shush, Doctor, shush'. As the Scotch Addict points out, NAS makes it easier for whiskey producers to create what they want to create. Not only did the name not bother me or hinder my enjoyment of the ride or park, I dont remember anyone having an issue with the name or even making comments about its origins. So, to prevent further confusion as to whether these are the same brand, weve used the name interchangeably throughout this post. The original Rebel Yell bourbon recipe used wheat instead of rye in order to reduce grain alcohol content. I'm not sure why Rebel is less offensive than Rebel Yell. They asked him for a demonstration of the rebel yell, but he refused on the grounds that it could only be done "at a run", and couldn't be done anyway with "a mouth full of false teeth and a stomach full of food". Waitis that name potentially offensive? The company was founded in 1958 by Paul A. Ackerberg and is now run by his son, David Ackerberg. My favorite coasters are B&M hypers and gigas. Oddly the 10 year picture on that site still says Rebel Yell. The brand was established after Prohibition in the 1940's. etc. [3], Several recordings of Civil War veterans performing the yell exist. The sound of the yell has been the subject of much discussion. Is Rebel Bourbon good whiskey? To me it was just a name given to a coaster, devoid of any historical or political significance. And I never even thought about the park changing the name. The phrase you get what you pay for applies quite well to Rebel Bourbon. Sorry, I missed that. This nose is sweet and much more grain forward in its aromas. I suppose if they renamed my beloved American Eagle @SFGAm here in northern chicago, Id be fairly upset. I certainly wont miss the kind of people who are that offended, by a name change and dont know the difference between youre and your, (as in your pleasing the pc crowd), or dont know how to spell Busch Gardens. Rebel Whiskey is owned by Luxco, but the whiskey is distilled at Heaven Hill Distillery. The mouthfeel is quite thin, the profile is standard, and the alcohol flavor is more prominent than youd want. NDPs dont often disclose the source whiskey for their brands. The park did what they thought was best. Drinking Rebel Bourbon neat isnt a pleasant experience, but on ice its definitely not unpleasant. Brand of Kentucky straight bourbon whiskey, Learn how and when to remove this template message, https://ohc.library.louisville.edu/ohms/viewer.php?cachefile=1986_52_farnsley.xml, https://en.wikipedia.org/w/index.php?title=Rebel_Yell_(bourbon)&oldid=1138241841, Food and drink companies established in 1849, Articles needing additional references from March 2013, All articles needing additional references, Creative Commons Attribution-ShareAlike License 3.0. In 2018, the company established its own distillery, named Lux Row, in honor of the long, tree-lined drive that leads to the facility. These bottles may appeal to those looking for a private-label wheated bourbon experience. Im only speaking for myself and the people I encountered. sberto 2 yr. ago It's up to the distributor in your state. The Luxco distillery is located in Louisville, Kentucky. The new Rebel Yell look (image via Luxco). Caving in to such ridiculousness. Changing it just seems to serve no purpose and make the park seem more bland. The wheated bourbon is known for its smooth-sipping and sweeter, softer taste. Sharp. Photo Credit Their most well-known brand might be Everclear, which is a high-proof neutral grain spirit made from corn. Finish: Sweet honey and light pepper and spice. "Rowdy yet refined", this new look straight bourbon is the original recipe made with wheat, corn and malted barley. Confederate soldiers may have imitated or learned the yell from Native Americans. He found two historical recordings of two different soldiers from two different states (North Carolina infantry, and Virginia cavalry), and he claims they sound nearly identical. An approximation of the yell can be heard in the 1951 film The Red Badge of Courage, starring Audie Murphy. And Charley said, "Well, that's fine." You caved! . Rebel 100 Kentucky Straight Bourbon Whiskey is a 100-proof wheated 'bonded style' bourbon that retails for about $20 for a 750mL bottle. Our traditional 80 proof Rebel Yell is an approachable bourbon, softer on the palate than the new 100 proof Rebel Yell, which brings a bit more bite in the finish, said head distiller John Rempe. As someone who grew up an hour from the park and rode Rebel Yell countless times, I thought Id give my personal take. That was the only ride from when the park opened that had never changed and now this I guess we will start going to Bush Gardens from now on! Now at $17.95 for a 750 ml bottle, up from approximately $11-15 since Luxco's rebranding, it is neither a steal . But I wouldnt protest the park or refuse to ever return there again, thats an overly extreme reaction. The brand was likely named after the Confederate battle cry, which was popular during the Civil War. Fifty years later, that pissed off quite a few people. Well see if this changes soon now that Lux row Distillers hits the four year mark. A pparently it worked; the new look caught my attention and resulted in this review. All retail support materials will be updated tohighlight the new packaging and driveconsumers to the Band of Rebelsprogram online. Confederate soldiers used the yell when charging to intimidate the enemy and boost their own morale, although the yell had many other uses. The important thing is that the whiskey inside the bottle has stayed the same. Many Van Winkle fans have also embarked to find old bottles of Old Fitzgerald, Weller, and Rebel Yell so they can try some whiskey distilled when Pappy was running the business. Management can rename it all they want. They might as well rip this sticky band-aid off during the off season rather than endure some kind of huge controversy during the season. This drink is smooth, simple to drink, and it has a 100 percent proof that will keep you warm all night. This change is still being implemented on retail shelves. Well I am sad to say that after being season pass holders for 20+ years my family will NOT be returning this year! While he had no prior knowledge of whiskey, he did have some experience. Rebel Yell is a brand of Kentucky straight bourbon whiskey owned and marketed by Luxco. Rebel Reservewill also be updated and now called RebelYell Small Batch Reserve. Give me a break! By Battle cry used by Confederate soldiers during the American Civil War, George A. Root's article "The First Day's Battle at Hickory PointFrom the Diary and Reminiscences of Samuel James Reader [, Civil War Veterans Come Alive in Audio and Video Recordings, Actual recording of a rebel yell, performed by a veteran in 1935, Rare Footage of Civil War Veterans Doing the Rebel Yell, Civil war veteran soldier footage taken between 1913 and 1938, https://en.wikipedia.org/w/index.php?title=Rebel_yell&oldid=1138610925, Cultural history of the American Civil War, Creative Commons Attribution-ShareAlike License 3.0, An approximation of the yell can be heard in the 1951 film. As a result, to avoid further confusion, we used the names interchangeably throughout this post. Rebel Yell is now distilled and aged at Luxco's new distillery, Lux Row Distillers, in Bardstown, Kentucky. Getting a little punchy here, down in the DeepSouth . Lets pour ourselves a glass and find out. The woke folk are going to get their pitchforks and be at Lux Row's doorstep once they catch wind of a Rebel libation. In the glass, Rebel Yell Bourbon Whiskey is the color of old gold with a light-golden hue and moderate legs at 80-proof. The Lux Row Distillery filled its first barrel three years later, in January 2018. The last thing, and maybe most important, is a low price tag.