UK: Diageo rolls out stronger Bulleit Bourbon, launches Bulleit Rye

Most popular

Van Boxmeer leaves behind a more worldly Heineken

Heineken’s footprint leaves big shoes to fill

Diageo in North America - Focus

How drinks brands can take advantage of TikTok

just-drinks speaks to Pernod's CEO of EMEA & LatAm


Diageo is re-launching Bulleit Bourbon in the UK at its original higher abv and rolling out Bulleit Rye to the region, as demand for premium US whiskey grows. 


The UK version of Bulleit Bourbon, which has been available at 40% abv, will have an abv of 45%, in line with the brand's strength in the US. Meanwhile, Bulliet Rye, which has a rye content of 95% and also an abv of 45%, is being introduced to the UK for the first time. The rye variant was launched in the US in 2011. 

Both brands will be available at “selected” UK bars, Diageo said. In the off-trade, Bulleit Bourbon will retail for around GBP27, while Bulleit Rye carries an RRP of GBP32.50 for 70cl bottles. 

“In the UK, American whiskey is out-performing total spirits, with the Bourbon category in particular showing strong growth,” said Nick Temperley, Head of Diageo Reserve Brands, GB. “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.” 

Last week, Diageo revealed further details of new high-end Bourbons it is planning to launch in the US next year, following an initial annoucenment by CEO Ivan Menezes

Last month, figures showed that US on-trade volumes of Bulleit Bourbon had risen by 71% in the year-to-date

Bulleit Bourbon was first launched as a brand 25 years ago by Tom Bulleit, founder of Bulleit Distilling Company. The brand was acquired by Seagram in 1997, before passing to Diageo in 2000.

Sectors: Spirits

Companies: Diageo

Related Content

Diageo's Bulleit Bourbon founder

Diageo's Bulleit Bourbon founder "steps back" as abuse claims intensify...

No rye for 2017 Van Winkle Bourbon series

No rye for 2017 Van Winkle Bourbon series...

Why rye whisky is set to go global - Comment

Why rye whisky is set to go global - Comment...

Pernod Ricard returns to Kentucky Bourbon with Rabbit Hole Whiskey stake purchase - market data

Pernod Ricard returns to Kentucky Bourbon with Rabbit Hole Whiskey stake purchase - market data...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..

Forgot your password?