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Bulleit whiskies to launch in UK

Increased consumer demand for premium US whiskey has led Diageo to launch its Bulleit Bourbon at 45%abv and introduce its new Bulleit Rye whiskey into the UK market.

Previously available in the UK market at 40%abv, Bulleit Bourbon is now consistent with the brand’s original US proof. The move has been welcomed by bartenders who enjoy the brand’s especially high rye content which imparts a bold, spicy character with a distinctively smooth, clean finish, perfect for creating cocktails.

Crafted in small batches using pure limestone-filtered water and aged in charred American white oak barrels for four to six years, Bulleit Bourbon is also presented in a bottle inspired by the American frontier era when millions settled in the US.

Bulleit Rye is will be available in the UK for the first time. The ultimate expression of a rye whiskey, the recipe includes 95% rye versus the industry standard of 51%. This creates a dry and spicy finish, perfect for classic cocktails including the Manhattan, Old Fashioned and the original rye cocktail, the Sazerac. Bulleit Rye is also bottled at 45% ABV.

Since its launch into the US in 2011, Bulleit Rye has grown to become the largest rye whiskey in the country and has been consistently recognised in international spirits competitions including winning a Double Gold Medal at the 2013 San Francisco World Spirits Competition.

Nick Temperley, head of Diageo Reserve Brands, GB said he was excited to be launching the two whiskeys into the UK at a time when American whiskey is thriving. He commented: “In the UK, American whiskey is out-performing total spirits, with the bourbon category in particular showing strong growth.* Both Bulleit Bourbon and Bulleit Rye meet this growing consumer demand for premium US whiskey, while responding to a current trend set by bartenders for rye-whiskey led cocktails.

“With rye being the cornerstone of the Bulleit Bourbon recipe, Bulleit Rye was a natural extension for the brand and we are confident that both our on and off-trade customers will find both whiskeys an exceptional addition to their American whiskey offering.”

Tom Bulleit founded the Bulleit Distilling Company and launched the brand 25 years ago, after resurrecting a 150-year-old bourbon recipe that had been passed down through five generations, originating from his great, great grandfather Augustus Bulleit.

Bulleit said: “My family’s whiskey-making legacy spans back to a time when opportunities in America were endless, and it is a dream come true that it is still thriving today. Much of our continued growth can be attributed to those who have fallen in love with our brand and recommended it to their friends, family and colleagues. We look forward to introducing these new whiskeys to UK consumers.”

Bulleit Bourbon and Bulleit Rye will be available at selected bars. Both will also be available at off-trade stockists at an estimated RRP of circa £27.00 for Bulleit Bourbon and £32.50 for Bulleit Rye for 70cl bottles.

11 December 2013 - Felicity Murray The Drinks Report, editor