Diageo rolls out Bulleit 45% and Bulleit Rye in UK
Demand for premium Bourbon and American whiskey has prompted Diageo to launch a higher strength Bulleit Bourbon and Bulleit Rye in the UK.
Previously available in the UK at 40% abv, Bulleit Bourbon will now be replaced with a 45% abv version that is already available in the US, Canada and Mexico.
The introduction of the higher strength version will take effect in global markets, in an effort to “stay consistent with the original recipe first launched in the US by the brand’s founder, Tom Bulleit and to satisfy requests from the bartender and mixology community to incorporate higher-proof products in the creation of their cocktails”.
Also launching in the UK for the first time is Bulleit Rye, a 45% abv whiskey made from a mash bill of 95% rye, that first launched in the US in 2011.
Diageo clams its launch is in response to calls from the British bartending community for greater diversity of products with which to create rye-based cocktails.
Nick Temperley, head of Diageo Reserve Brands, GB, said: “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.
“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.”
Bulleit Bourbon currently sells around 600,000 cases annually, although Diageo has recently revealed ambitions to grow the brand to two million cases through international expansion in 2014.
Earlier this year the drinks group launched Bulleit 10, an aged Bourbon bottled at 45.6% abv, in the US.
Both Bulleit expessions will be available at selected on- and off-trade outlets, at an RRP of £27 for Bulleit Bourbon and £32.50 for Bulleit Rye.