Diageo to release Bulleit 10yo in UK
Diageo-owned Bourbon brand Bulleit is to expand its UK offering with the launch of its 10-year-old premium expression, rolling out next month.
Having previously enjoyed a trial run in the UK, during which stocks sold out “very quickly”, Bulleit Bourbon 10 Year Old is now available in the market on a permanent basis, with Germany to follow initially.
Bulleit 10 Year Old was first made available solely in the US in 2013 and follows the exact same recipe as Bulleit Bourbon, featuring a mash bill of 68% corn, 28% rye, 4% malted barley.
It is aged in the same charred American white oak barrels, but remains in the cask for a further four years.
Bottled at 45.6% abv, the liquid is said to have “rich oaky aromas”, a “consistently smooth” taste with vanilla and dried fruit, and a “long, smoky finish”.
Speaking at the launch, Joe Tivey, UK Bulleit brand ambassador, said: “It’s been in the pipeline for some time now. We’ve overcome various obstacles and hurdles along the way, and now we’ve finally got it in our possession.
“The extra four years of ageing brings more of those rich vanilla flavours, more cinnamon spice. If the original Bulleit is in its teens, this is Bulleit in its early thirties. It’s a slightly more premium offering, more of an upsell – a step up.”
At the event, held in London’s Dandelyan at the Modrian, Tivey served Bulleit 10 Years Old in a twist on an Old Fashioned, combining the liquid with homemade toffee popcorn and pepper syrup, orange white dog spray, and barrel stave smoke.
Nick Temperley, Head of Diageo Reserve GB, added: “Bourbon is a category loved by UK consumers and Bulleit is making gains in both the on and off-trade and outperforming the category – up 54% in volume. We are confident that Bulleit 10 Year Old will add to the popularity of the Bourbon category, providing a fantastic base for a number of seasonal serves such as the Smoked Maple Old Fashioned.|
Bulleit Bourbon Barrel Strength is the next bottling in the brands portfolio slated for UK launch, though no date has been finalised.
Bulleit Bourbon 10 Year Old will be available in specialist retailers and selected on-trade outlets from July 2017.