Diageo is seeing strong growth from its Bulleit brand

Diageo is seeing strong growth from its Bulleit brand

Volumes of Diageo’s Bourbon brand Bulleit have risen by 71% in the US on-trade in the year-to-date, according to latest figures. 

The 45% abv whiskey, produced in Kentucky, has been growing steadily over the course of 2012, with volumes in bars and restaurants up 69% in Q1, 72% in Q2 and 73% in the most recent quarter, tracking firm Guestmetrics said yesterday (20 November). Bulleit has also seen the fifth largest gain in share of the overall spirits category in Q3, only behind Fireball, Tito’s, Jameson and Don Julio, the figures showed. 

The Bourbon brand also achieved the fourth largest year-on-year gain in distribution, with strong gains in Chicago and New York, and the eighth largest gain in sales per point of distribution, the figures revealed. 

Guestmetrics said: “Bulleit is among the top year-on-year gainers in both distribution and velocity, which suggests the brand still has decent runway for future growth.”

This week, Diageo's CEO Ivan Menezes revealed the company is planning a number of high-end Bourbon launches as it looks to capitalise on the growth in North American whiskey.